CHAPTER 1

COMMUNICATION PROCESSES, PRINCIPLES, AND ETHICS

COMMUNICATION

The root of the word “communication” in Latin is communicare, which means to

share, or to make common. Weekley, E. (1967). An etymological dictionary of modern
English (Vol. 1, p. 338). New York, NY: Dover Publications. Communication is defined
as the process of understanding and sharing meaning. Pearson, J., & Nelson, P.
(2000). An introduction to human communication: Understanding and sharing (p. 6).
Boston, MA: McGraw-Hill.

At the center of our study of communication is the relationship that involves

interaction between participants. This definition serves us well with its emphasis on the
process, which we’ll examine in depth across this text, of coming to understand and
share another’s point of view effectively.

The first key word in this definition is process. A process is a dynamic activity
that is hard to describe because it changes. Pearson, J., & Nelson, P. (2000). An
introduction to human communication: Understanding and sharing. Boston, MA:
McGraw-Hill. Imagine you are alone in your kitchen thinking. Someone you know (say,
your mother) enters the kitchen and you talk briefly. What has changed? Now, imagine
that your mother is joined by someone else, someone you haven’t met before—and this
stranger listens intently as you speak, almost as if you were giving a speech. What has
changed? Your perspective might change, and you might watch your words more
closely. The feedback or response from your mother and the stranger (who are, in
essence, your audience) may cause you to reevaluate what you are saying. When we
interact, all these factors—and many more—influence the process of communication.

The second key word is understanding: “To understand is to perceive, to

interpret, and to relate our perception and interpretation to what we already know.”
McLean, S. (2003). The basics of speech communication. Boston, MA: Allyn & Bacon. If
a friend tells you a story about falling off a bike, what image comes to mind? Now your
friend points out the window and you see a motorcycle lying on the ground.
Understanding the words and the concepts or objects they refer to is an important part of
the communication process.

Next comes the word sharing. Sharing means doing something together with
one or more people. You may share a joint activity, as when you share in compiling a
report; or you may benefit jointly from a resource, as when you and several coworkers
share a pizza. In communication, sharing occurs when you convey thoughts, feelings,
ideas, or insights to others. You can also share with yourself (a process called
intrapersonal communication) when you bring ideas to consciousness, ponder how you
feel about something, or figure out the solution to a problem and have a classic “Aha!”
moment when something becomes clear.

Finally, meaning is what we share through communication. The word “bike”

represents both a bicycle and a short name for a motorcycle. By looking at the context

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the word is used in and by asking questions, we can discover the shared meaning of the
word and understand the message.
Eight Essential Components of Communication

In order to better understand the communication process, we can break it down

into a series of eight essential components:
1. Source
2. Message
3. Channel
4. Receiver
5. Feedback
6. Environment
7. Context
8. Interference

Each of these eight components serves an integral function in the overall

process. Let’s explore them one by one.

Source
The source imagines, creates, and sends the message. In a public speaking situation,
the source is the person giving the speech. He or she conveys the message by sharing
new information with the audience. The speaker also conveys a message through his or
her tone of voice, body language, and choice of clothing. The speaker begins by first
determining the message—what to say and how to say it. The second step involves
encoding the message by choosing just the right order or the perfect words to convey
the intended meaning. The third step is to present or send the information to the receiver
or audience. Finally, by watching for the audience’s reaction, the source perceives how
well they received the message and responds with clarification or supporting information.

Message
“The message is the stimulus or meaning produced by the source for the receiver or
audience.” McLean, S. (2005). The basics of interpersonal communication (p. 10).
Boston, MA: Allyn & Bacon. When you plan to give a speech or write a report, your
message may seem to be only the words you choose that will convey your meaning. But
that is just the beginning. The words are brought together with grammar and
organization. You may choose to save your most important point for last. The message
also consists of the way you say it—in a speech, with your tone of voice, your body
language, and your appearance—and in a report, with your writing style, punctuation,
and the headings and formatting you choose. In addition, part of the message may be
the environment or context you present it in and the noise that might make your
message hard to hear or see.

Imagine, for example, that you are addressing a large audience of sales reps and are
aware there is a World Series game tonight. Your audience might have a hard time
settling down, but you may choose to open with, “I understand there is an important
game tonight.” In this way, by expressing verbally something that most people in your
audience are aware of and interested in, you might grasp and focus their attention.

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Channel
“The channel is the way in which a message or messages travel between source and
receiver.”McLean, S. (2005). The basics of interpersonal communication (p. 10). Boston,
MA: Allyn & Bacon. For example, think of your television. How many channels do you
have on your television? Each channel takes up some space, even in a digital world, in
the cable or in the signal that brings the message of each channel to your home.
Television combines an audio signal you hear with a visual signal you see. Together
they convey the message to the receiver or audience. Turn off the volume on your
television. Can you still understand what is happening? Many times you can, because
the body language conveys part of the message of the show. Now turn up the volume
but turn around so that you cannot see the television. You can still hear the dialogue and
follow the story line.

Similarly, when you speak or write, you are using a channel to convey your message.
Spoken channels include face-to-face conversations, speeches, telephone
conversations and voice mail messages, radio, public address systems, and voice over
Internet protocol (VoIP). Written channels include letters, memorandums, purchase
orders, invoices, newspaper and magazine articles, blogs, e-mail, text messages,
tweets, and so forth.

Receiver
“The receiver receives the message from the source, analyzing and interpreting the
message in ways both intended and unintended by the source.”McLean, S. (2005). The
basics of interpersonal communication (p. 10). Boston, MA: Allyn & Bacon. To better
understand this component, think of a receiver on a football team. The quarterback
throws the football (message) to a receiver, who must see and interpret where to catch
the ball. The quarterback may intend for the receiver to “catch” his message in one way,
but the receiver may see things differently and miss the football (the intended meaning)
altogether.

As a receiver you listen, see, touch, smell, and/or taste to receive a message. Your
audience “sizes you up,” much as you might check them out long before you take the
stage or open your mouth. The nonverbal responses of your listeners can serve as clues
on how to adjust your opening. By imagining yourself in their place, you anticipate what
you would look for if you were them. Just as a quarterback plans where the receiver will
be in order to place the ball correctly, you too can recognize the interaction between
source and receiver in a business communication context. All of this happens at the
same time, illustrating why and how communication is always changing.

Feedback
When you respond to the source, intentionally or unintentionally, you are giving
feedback. Feedbackis composed of messages the receiver sends back to the source.
Verbal or nonverbal, all these feedback signals allow the source to see how well, how
accurately (or how poorly and inaccurately) the message was received. Feedback also
provides an opportunity for the receiver or audience to ask for clarification, to agree or
disagree, or to indicate that the source could make the message more interesting. As the
amount of feedback increases, the accuracy of communication also increases.Leavitt,

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H., & Mueller, R. (1951). Some effects of feedback on communication. Human
Relations, 4, 401–410.

For example, suppose you are a sales manager participating in a conference call with
four sales reps. As the source, you want to tell the reps to take advantage of the fact that
it is World Series season to close sales on baseball-related sports gear. You state your
message, but you hear no replies from your listeners. You might assume that this means
they understood and agreed with you, but later in the month you might be disappointed
to find that very few sales were made. If you followed up your message with a request
for feedback (“Does this make sense? Do any of you have any questions?”) you might
have an opportunity to clarify your message, and to find out whether any of the sales
reps believed your suggestion would not work with their customers.
Environment
“The environment is the atmosphere, physical and psychological, where you send and
receive messages.”McLean, S. (2005). The basics of interpersonal communication (p.
11). Boston, MA: Allyn & Bacon. The environment can include the tables, chairs, lighting,
and sound equipment that are in the room. The room itself is an example of the
environment. The environment can also include factors like formal dress, that may
indicate whether a discussion is open and caring or more professional and formal.
People may be more likely to have an intimate conversation when they are physically
close to each other, and less likely when they can only see each other from across the
room. In that case, they may text each other, itself an intimate form of communication.
The choice to text is influenced by the environment. As a speaker, your environment will
impact and play a role in your speech. It’s always a good idea to go check out where
you’ll be speaking before the day of the actual presentation.

Context
“The context of the communication interaction involves the setting, scene, and
expectations of the individuals involved.”McLean, S. (2005). The basics of interpersonal
communication (p.11). Boston, MA: Allyn & Bacon. A professional communication
context may involve business suits (environmental cues) that directly or indirectly
influence expectations of language and behavior among the participants.

A presentation or discussion does not take place as an isolated event. When you came
to class, you came from somewhere. So did the person seated next to you, as did the
instructor. The degree to which the environment is formal or informal depends on the
contextual expectations for communication held by the participants. The person sitting
next to you may be used to informal communication with instructors, but this particular
instructor may be used to verbal and nonverbal displays of respect in the academic
environment. You may be used to formal interactions with instructors as well, and find
your classmate’s question of “Hey Teacher, do we have homework today?” as rude and
inconsiderate when they see it as normal. The nonverbal response from the instructor
will certainly give you a clue about how they perceive the interaction, both the word
choices and how they were said.

Context is all about what people expect from each other, and we often create those
expectations out of environmental cues. Traditional gatherings like weddings or
quinceañeras are often formal events. There is a time for quiet social greetings, a time
for silence as the bride walks down the aisle, or the father may have the first dance with

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his daughter as she is transformed from a girl to womanhood in the eyes of her
community. In either celebration there may come a time for rambunctious celebration
and dancing. You may be called upon to give a toast, and the wedding or quinceañera
context will influence your presentation, timing, and effectiveness.

In a business meeting, who speaks first? That probably has some relation to the position
and role each person has outside the meeting. Context plays a very important role in
communication, particularly across cultures.

Interference
Interference, also called noise, can come from any source. “Interference is anything that
blocks or changes the source’s intended meaning of the message.”McLean, S.
(2005). The basics of interpersonal communication (p. 11). Boston, MA: Allyn &
Bacon. For example, if you drove a car to work or school, chances are you were
surrounded by noise. Car horns, billboards, or perhaps the radio in your car interrupted
your thoughts, or your conversation with a passenger.

Psychological noise is what happens when your thoughts occupy your attention while
you are hearing, or reading, a message. Imagine that it is 4:45 p.m. and your boss, who
is at a meeting in another city, e-mails you asking for last month’s sales figures, an
analysis of current sales projections, and the sales figures from the same month for the
past five years. You may open the e-mail, start to read, and think, “Great—no problem—
I have those figures and that analysis right here in my computer.” You fire off a reply with
last month’s sales figures and the current projections attached. Then, at five o’clock, you
turn off your computer and go home. The next morning, your boss calls on the phone to
tell you he was inconvenienced because you neglected to include the sales figures from
the previous years. What was the problem? Interference: by thinking about how you
wanted to respond to your boss’s message, you prevented yourself from reading
attentively enough to understand the whole message.

Interference can come from other sources, too. Perhaps you are hungry, and your
attention to your current situation interferes with your ability to listen. Maybe the office is
hot and stuffy. If you were a member of an audience listening to an executive speech,
how could this impact your ability to listen and participate?

Noise interferes with normal encoding and decoding of the message carried by the
channel between source and receiver. Not all noise is bad, but noise interferes with the
communication process. For example, your cell phone ringtone may be a welcome noise
to you, but it may interrupt the communication process in class and bother your
classmates.

Verbal and Nonverbal Communication

When we think of communication, we usually think of spoken messages. However,
experts usually divide communication into two primary categories: verbal and nonverbal
communication. Verbal communication involves the use of symbols that generally have
universal meanings for all who are taking part in the process such, verbal
communication may be spoken or written. These spoken or written verbal symbols are
known as words. For example, our name is a symbol that represents us. Democracy is a
symbol for a particular political system. Additionally, verbal communication is highly

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structured and uses formal rules of grammar. Nonverbal communication involves the use
of symbols other than the written or spoken word, such as gestures, eye behavior, tone
of voice, use of space, and touch. Although nonverbal symbols have socially shared
meanings, they have no formal structure or rules of grammar.

Non-verbal Communication
Communicating a message without using arbitrary symbols i.e., words or meaning of
words, is termed as non-verbal communication. In other words, non-verbal
communication is word less communication. You can use many ways of communication,
both verbal and non-verbal. Non-verbal languages consist of hidden messages; it is the
cues, which convey message. These messages are necessarily wordless or non-verbal,
conveyed through without restoring to words or meaning of words, but conveyed through
other media like spatial, kinesics, oral cues, objective language action, etc. Kinesics is
the most generally used medium of communication. Actions like stroking, hilling, holding,
patting and hand shaking convey meaningful messages.

Elements of Non-verbal Communication

1. Facial expression
2. Eye gaze
3. Haptic/touch
4. Paralinguistic/tone of voice
5. Appearance
6. Body language
7. Hand movements
8. Proxemics/distance
Verbal communication
Whenever you communicate to yourself- listener, thinker, and person aware of
nonverbal communication- has many of the tools that you need to be effective in a
variety of situations. Even though you spend most of your communication time listening
and thinking, your most frequent interaction with others will probably focus on verbal
messages. To be complete, those interactions and messages will be carried in both non-
verbal and verbal form. Earlier you learned about non-verbal communication. Now it is
time to look closely at another component: verbal communication.

Verbal- the dictionary meaning ‘of the word verbal is of words, in words, expresses in
words, oral spoken, said, voiced, vocal, uttered, or written.’ The way we use words- that
is, verbal communication is one of the distinguishing characteristics of our species. To
create some meaning out of the words we need to follow certain rules of particular
language. Language is first thing people think about when discussing communication.

Oral and Written Communication

Oral communication refers to messages that are transmitted aloud. Generally, they
involve both verbal and nonverbal messages. Written communication is taking place
right now as you read this book. Although this type of communication is primarily verbal,
it also has a nonverbal dimension. For example, you probably get
a different feeling when you receive a personal, hand-written Christmas card than when
you are given a mass-product printed one from your insurance company. Although oral
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and written communication involves the creation and sending of messages, they differ in
a number of ways. Wallach (1990) argues that these
two forms of communication have three primary differences:
processing, style, and form.

Processing differences lie in the nature of the two types of messages themselves. Oral
messages are continuous, with words and sounds spoken in a connected way. Thus,
when we talk, we generally do not focus on individual words or sounds, unless (1) a
communication breakdown occurs; (2) the speaker talks with an accent; or (3) the
source or receiver stops and asks about a given sound or word. On the other hand,
written communication involves the processing of segmented or discrete letter units,
marked by boundaries of white space on the page. Thus, when we learn to read, we
have to figure out how individual letters and words go together to reflect the continuous
sounds we are used to hearing orally. This processing difference is one of the main
reasons why we can’t read just because we can talk. To read, we must become a
linguist of sorts and bring our knowledge of spoken language to the surface in order to
analyze and understand written language.

Written messages often use a more formal style of language, while oral messages are
more conversational and informal, depending on our audience, however, oral and written
communications are not mutually exclusive. Many television commercials use written
reinforcement of an oral message, for example showing a graphic while stressing the
effectiveness of a new toothbrush design.

Formal and Informal Communication

When we are involved in formal communication such as public speaking or mass
communication, we pay more attention to both verbal and nonverbal messages. For
instance, we use language more precisely and pay more attention to grammar.
Additionally, we are more concerned about the image that our dress, posture, and eye
contact help convey. Formal communication usually occurs in the context of status
differences. For example, during an appointment with a university dean, a student
probably would avoid using slang, sit up straight, dress neatly, and make
eye contact.

In informal communication, such as interpersonal and small group communication,

people are more at ease and can be themselves. Observers would notice more
hesitations and slang in verbal messages and less attention to nonverbal messages
such as clothing, posture, and eye contact. When going to a party at a
friend’s house, you probably wouldn’t hesitate to sit on the floor, go to the refrigerator for
something to eat, or use the telephone. At a party at your boss’s house, however, you
probably would be hesitant about taking any of these actions.

Intentional and Unintentional Communication

Intentional communication occurs when messages are sent with specific goals in mind.
Comedians such as Rita Rudner and Sinbad tell jokes to get laughs and entertain
audiences. Radio spots are designed to persuade people to vote for local candidates,
buy products, or donate time and money.

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Unintentional communication takes place without the communicators being aware of it.
The greatest number of unintentional messages is nonverbal. Our nonverbal behaviors
often speak louder than words. Students or employees who are continually late for class
or work might be communicating that they are moonlighting, are irresponsible, or have
unreliable alarm clocks.

PRINCIPLES OF COMMUNICATION

In addressing a formal or informal speaking engagement, it is necessary to know

the following:

1. Know your audience

2. Know your purpose
3. Know your topic
4. Anticipate objections
5. Achieve credibility to your audience
6. Present information in several ways

ETHICS IN COMMUNICATION

Ethics is a system of moral principles deals with values relating to human conduct, with
respect to the rightness and wrongness of certain actions and to the goodness and
badness of the motives and ends of such actions.

Communication Ethics

 The principle governing communication, the right and wrong aspects of it, the
moral- immoral dimensions relevant to Interpersonal communication are called
the ethics of Interpersonal communication.
 Maintaining the correct balance between the speaking and listening the
legitimacy of fear and emotional appeal degree of criticism and praise
 A death or an overdose of either of the factors could result in unfavorable
consequences. The principle of honesty on both sides should be completely
applied because any amount of insincerity from either the listener or the speaker
would not be prudent.

Fundamentals of Ethical Communication

Responsible thinking, decision making, development of relationships and

communities thru context, cultures, channels, and media.

On the contrary, unethical communication threatens the quality of all

communication and consequently the well-being of individuals and the society.

Ethics in Communication
Generally, ethics in communication advocate truthfulness, accuracy, honesty,
and reason as essential to the integrity of communication, endorse freedom of
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expression, diversity of perspective, and tolerance of dissent to achieve the informed
and responsible decision making fundamental to a civil society, strive to understand and
respect other communicators before evaluating and responding to their messages.
To add more, ethics in communication:
 promote access to communication resources and opportunities as necessary to
fulfill human potential and contribute to the well-being of families, communities,
and society.
 encourage communication climates of caring and mutual understanding that
respect the unique needs and characteristics of individual communicators.
condemn communication that degrades individuals and humanity through
distortion, intimidation, coercion, and violence, and through the expression of
intolerance and hatred.
 maintain being committed to the courageous expression of personal convictions
in pursuit of fairness and justice. advocate sharing information, opinions, and
feelings when facing significant choices while also respecting privacy and
confidentiality. accept responsibility for the short- and long- term consequences
for our own communication and expect the same of others.

Ethical Frameworks

Deontological Ethics -the most frequented basis of our decision making process,
expressing a commitment to the most basic principles. It is regarded as universal,
always applicable whatever the circumstance is. o We follow these rules since we think
of them as duties.

Utilitarian Ethics -focuses on the results and whether or not it would benefit the majority.
Utilitarianism focuses on the consequences of each action or decision.

Virtue Ethics -concerned with moral character and places more weight or value on the
dignity of an individual and a humanity’s task of caring for one another. It emphasizes
character as opposed to duty or consequence.

Situational or Contextual ethics - there is no absolute approach to situations, each

situation should be addressed as different from each other. Every problem should be
evaluated in its particular context or situation.

Unethical Communication in the Workplace

1. Coercive - intimidation and threatening others.

2. Destructive -backstabbing and inappropriate jokes.
3. Deceptive- euphemism and lying.
4. Intrusive -eavesdropping, tapping telephones or monitoring Internet use
5. Secretive -hoarding information and “cover-ups”
6. Manipulative -exploitative acts which attempt to gain compliance or control
through exploitation

Ethic Codes -are moral guidelines that are used to help assist people in making
decisions, to tell the difference between ‘right’ and ‘wrong’ and to utilize this
understanding to make ethical choices
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There are 3 levels:
 Code of ethics (social issues)
 Code of conduct (influence to behavior of employees)
 Code of practice (professional responsibility)

Corporate Codes of Ethics

 Honesty - professional communicators are honest, accurate and candid in all

communications. This practice encourages the free flow of important information
in the interest of the public

 Confidentiality - protecting the confidences and privacy rights of employees and

customers is the duty of professional communicators. Additionally, they must
abide by legal requirements for disclosing information that affect the welfare of
others

 Credit- give due credit to those who you get ideas from

 Courtesy - sensitivity to cultural values and beliefs are crucial

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 CHAPTER 2
COMMUNICATION AND GLOBALIZATION

Because of technology, our world has transformed into a global village.

Communication become faster and in a split of a second, an event is shared to the entire
world through the use of social media. Today, individuals have to understand the
dynamics of long distance collaboration, the outcome of non-verbal cues in different
culture, as well as the use of technology in connecting people.
These developments require communication etiquette such as holding virtual
meetings where individuals from different places share their ideas-coming up with
solutions and innovation of the company.
"While the dream of the global village holds great promise, the reality is that
diverse people have diverse opinions, values, and benefits that clash and too often
result in violence. Only through intercultural communication can such conflict be
managed and reduced" (Neuliep, 2006).
Since communication includes spontaneous encoding and deciding of verbal
mad nonverbal symbol with an individual within the same frame of reference. Culture
then is perceived as the summation of values, beliefs and behaviour from a group of
individuals having a shared history of verbal and nonverbal cues. This explains why
intercultural communication is contextual. James Neuliep (2006) expresses, "The
cultural, micro-cultural and environmental context is defined by the exchange of verbal
and nonverbal messages are encoded and decoded within each interactant's perceptual
context".
Randy Kluver (2006) say's that Friedman's statement mirrors the significance of
the cultural technological forces that change our lives. That is why everyone is enticed to
join in the "new international information order" and that detailed cultural, social,
economic and political conditions are interrelated to people's interaction. Likewise, there
is a phenomenal change as individuals delve into the elements of intercultural
communication.
Globalization may be seen as an interconnectedness of economic relationships,
political units as well as digital networks. As such, technology and other social networks
have transformed the economic and the social relationships breaking cultural barriers.
Henceforth, cultural and civic discourse will mold information and communication
technologies. "As societies and economies re-orient themselves around technologies,
there are inevitable consequences"(Kluver 2006).
Marginalized communities can be empowered by the use of information
technology, where partnership of global knowledge, information technologies, computer
resources and telecommunications, low-tech media comprise the local and national
development in the economy.

FUNDAMENTAL ASSUMPTION ABOUT INTERCULTURAL COMMUNICATION

The fusion of cultural, micro-cultural, environmental, perceptual, socio-relational
topics can be seen among two individuals who are interacting with each other. In the

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course of their discourse, the message relayed may not be the message received.
Neuliep (2006) lists five assumptions that take place during intercultural
communication.

Assumption #1 Message relayed are not usually the message received.

When two speakers from different cultures interact, their values, emotion,
perception, and behaviors greatly affect the interpretation of their message. "Intercultural
communication is a symbolic activity where the thoughts and ideas of one are encoded
into a verbal/or nonverbal message format, then transmitted through some chance to
another person who must decode it, interpret it, and respond to it (Neuliep, 2006). Thus,
cultural noise is filled with encoding, decoding, and interpreting making culture a
smokescreen of all the messages. This allows speakers to think that one's own culture is
the center of everything.

Assumption #2 A nonverbal act between individuals

Since it is said that intercultural communication is a nonverbal procedure where
articulation of power, intimacy and status being combined with "paralinguistic cues,
proxemics, haptics, oculesics, and olfactics". For instance, an individual's position in
Korea is manifested through vocal tone and pitch. Therefore, when a lowly person
receives an important document, this person grasps with both hand and then associated
with a moderate head nod and indirect eye contact.
Different sensory is shared by different cultures. Edward Hall (cited from Neuliep,
2006) claims that various culture employ in “selective screening of sensory information"
that will eventually result in a different perspective. "Regarding olfactics (smell), most
cultures establish norms of acceptable and unacceptable scents associated with the
human body. When people fail to fit into the realm of olfactic cultural acceptability, their
odor signals others that something is wrong with their physical, emotional, or mental
health" (Neuliep, 2006). Americans are fixated on how to mask the smell of the human
body since body odor is considered as horrible and unlikable. Several Muslims think that
their hygiene of the body and purity of the soul is correlated. After menstruation, Muslim
women purify themselves. Even before and after meal, cleanliness is being
recommended.

Assumption #3 Involvement of style in communication among speakers.

There are communication gaps and only wisdom tells as whether to when to
speak or not. Interpretation of silence differs from across cultures. Expression of
intimacy in relationship is best demonstrated without words according to Japanese and
some Native American tribes. “They believe that having to put one's thoughts and
emotions into words somehow cheapens and discounts then" (Neuliep, J. (2006).
Several cultures favor indirect and impersonal style in communication. There is no
necessity of saying verbally every message. Again Neuliep (2006) emphasizes,'' True
understanding is implicit, coming not from words but from actions in the environment
where speakers provide only hint or insinuations''.
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Assumption #4 group phenomenon experienced and shared by individuals.
Communication is subject to the speaker's background and knowledge. This has
been validated by Neuliep (2006) who discusses that being in the mainstream culture or
minority affect the kind of communication. ‘In other words, we have to tendency to see
others not as individuals with unique thought, ideas, and goals, but rather than as an
"Asian", or a "woman", or. An "old person,'' or "a cab driver". We do not see the person,
we see the groups to which the person belong". That is why people must not prejudge a
person just because this individual is associated to a specific group. When this happen,
miscommunication cannot be avoided. "During intercultural communication, we have to
be mindful that while the person with whom we are interacting is from a different culture
group, he or she is also an individual. Only though intercultural communication can we
ever get to know the person as an individual" (Neuliep, 2006).

Assumption #5 A circuitous of adaptation and stress.

It is normal to feel anxious, apprehensive, and uncertain when one mingles and
speak to another person from a different culture. It is important to be flexible and adopt a
communication style to be able to make the other individual comfortable. Being able to
recognize that people from various culture are different is really an advantage. This will
lead the speaker to adjust the verbal and nonverbal symbols appropriately to the
individual from another culture.

THE IMPACT OF COMMUNICATION IN SOCIETY AND THE WORLD

The advancement of the wireless technology makes health care distribution
quicker, reaching remote areas in the world as reported by the United Nations
Foundation. Several personal digital assistant gadgets like the smartphone are being
used by caregivers and medical workers in Uganda. This gadget bridges the gap
between medical information delivery, guidelines in treating diseases, and all types of
given care. It further provides a collection of data in Uganda. In minimizing the typhoid
outbreak. Another breakthrough of the wireless technology is that rescue missions are
made possible where people can move quickly to contact their loved ones in the areas
being affected. It also provides early warning to areas that will be hit by storms and
typhoons. Aside from this is the benefit of protecting the environment by spearheading
several projects among conservationists and result in greater response among
volunteer. This includes movement in saving endangered wildlife species and their
habitats.
The wireless communication farthest provides an innovative change- how
companies worldwide transact business fast. Even in the field of mass media, with
almost everyone owning a smartphone is capable of being a potential news reporter
since they can record unpredictable events and news breaks. Meanwhile in the field of
entertainment, it becomes an easy access to download reading books, newspaper,
movies, games, TV program, music, sport, and whatever everyone needs to keep them
on the beat.
22
 Wireless communication can revolutionize and create social change. It allows
the global village to watch live through their smartphones of what is happening in Africa,
Middle East or anywhere that will surely change people's perspectives and outlook in
life. In education, the capabilities of the smartphones are now being taken as a
classroom tools where math teachers for instance use the cell phone to illustrate
mathematical concept to their students.
"A physics instructor teaching about astronomy had his student use apps on their
smartphones to map the night sky. Schools that once had to seek grants for funding to
bring the Internet to their classroom now have students carrying broadband Internet with
them in their pockets" (Joseph, n.d.).

Cultural Context
People learn to arrange their ideas, thoughts, emotions and even their behavior
according to the stimulus of the environment. Thus, culture is not innate even if people
are born into it since culture is always learned. Culture teaches individual to think and
behave, therefore a kind of interaction among people is depicted in various
circumstances.
Culture is also associated with geography like Saudi Arabia for instance which is
considered hot and a desert contrary to Siberia which is labelled as mountainous and
cold. James Neulip (2015) explains, "But culture is more a human phenomenon that a
geographic one. And while geography certainly affects how people live within a particular
culture, the people, more than the geography, are what constitute culture. So when you
think about the people. That being said, it is also important to understand the culture of
people are not static, but rather dynamic. This means that culture change: they are fluid,
always moving" (p. 48-49).
Culture may be low and high which demonstrate the magnitude and degree of
how a person affiliates the self. There is no such thing a pure individualistic or
collectivistic culture. These cultural dimensions can be opposing or not, fixed or not
static in time while other culture move in transition. Likely, a culture that is considered
collective can also be individualistic in the passing time such as Japan which is thought
to be "collectivistic, group-oriented" community. Nonetheless in the 1950s, many
Japanese researchers saw that the young generation of Japanese were becoming
individualistic than their parents and grandparents.

Individualism
Harry Triandis(cited from Neuliep 2015) who is affiliated with the University of
Illinois document that individualistic culture focus on individual goals. It also aims to
benefit the individual since every person is seen as unique with distinct talent and
potential, thereby enabling them to hone their creativity, develop independence, and
confidence. People in individualistic culture are disconnected from the in-groups such as
the family and ironically belong to several group but their stay is short-lived.

23
Collectivism
Is the assumption that groups blend well by serving the in-group (family,
neighbor, or occupational groups). People are not viewed as isolated individuals but
rather they are identified by their membership. This type of culture emphasizes harmony
and likewise prefer the significance of the group than individual being emotionally linked
to it and their bond may last a lifetime. One’s behavior is role based, and deviation from
the prescribed role are discouraged and often negatively sanctioned. In this sense, a
person's behavior is guided more by shame that by personal guilt. A collectivist who
stands out from the group disrupt the harmony and may be punished. Most collectivist
cultures value social reciprocity, obligation, dependence and obedience" (Neuliep, 2015,
p.52)

TYPES OF CULTURAL ORIENTATION

Horizontal Individualism speaks at an autonomous self that values the individual more
and independence is being highlighted.

Vertical Individualism values the autonomous self by seeing it as different and unequal
to others. It also emphasizes status and competition

Horizontal Collectivism notes the self as a member of an in-group sharing the same
values and interest. The self is reliant and equally is expected.

Vertical Collectivism believes that the self is an integral part of the in-group even if the
members are different from the other. It also specifies the group's independence and
inequality (Neuliep, 2015).

Reading an Essay

Access The Flight from Conversation by Sherry Turkle dated April 21, 2012
from New York Times to http://www.nytimes.com/2012/04/22/opinion/sunday/the-flight-
from-conversation.html

24
 CHAPTER 3
LOCAL AND GLOBAL COMMUNICATION IN CULTURAL SETTING

With the presence of technology, communication become an easy access for

everyone. Aviation and travel allow people to multi task. In a snap, transactions are
done, online including banking and trading, schooling, conducting business meetings
and many other activities. Information exchange is quicker because of the internet.

OBSTACLE IN INTERCULTURAL COMMUNICATION

Different culture despite the invention of technology pose a barrier of
communication. This misunderstanding is attributed to people’s speaking in different
languages and who possess different values and beliefs as well as the fusion of different
cultures. Intercultural differences have created more conflicts than understanding.
Without the presence of verbal and nonverbal symbols, communication will be difficult.
Tubbs & moss (2007) posit than, “High and low-context culture have several important
differences in the way information is coded. Members of high-context culture are more
skilled in reading nonverbal behavior “and in reading the environment”; and they assume
that other people will also be able to do so”. Likewise, they converse less than
individuals of low-context cultures and in general their conversations will be indirect and
less precise. In low-culture, there is direct and explicit communication where verbal talk
is very important in such a way than there is a frame of reference among speakers.
Chinese, Korean, and Japanese gave high-content culture. Americans use words to
express their ideas, feelings, and information. Tubbs & Moss (2007) express, that “they
are generally quite unskilled in “reading” other people’s non-verbal messages. “Oh you
Americans!” said an exasperated Japanese woman who was being pressed to express
some details about an unpleasant situation, “You have to say everything”.
Another important aspect to take note in intercultural communication is the
response when people of different cultures interact with each other. It is also necessary
to take a look at the level of knowing and admitting the beliefs and behaviors of others.
Tubb & Moss (2007) believe, “The degree to which we judge a culture by our own
culture values and refuse to consider other culture norm will determine how likely it is
that effective communication take place. At one extreme, we have participants in a
transaction who both know and accept the beliefs and behaviors of others; at the other,
we have those who neither know nor accept”. Having a shared code system therefore
will recognize the differences in beliefs and behavior, allowing communication to be clear
and understandable.

RELATIONSHIP: NORMS AND ROLES

It is important that culture affects the context of verbal and nonverbal symbols
during interaction. Even foreign students or working people abroad may need to
understand the new culture to be able to fully develop a frame of reference during
conversation. Individuals in different culture have different behaviors than often will lead
in misunderstanding (Tubbs & Moss, 2007).

25
Norms
Norms refer to appropriate behavior and rule that are accepted in society. These
rule that pertain actually to culture and how people in particular place are expected to
behave and react to given circumstances. Speaking up to the elders in the United State
is appropriate while mumbling and turning one’s back is disrespectful. To other cultures
especially the Philippines, talking back show bad manners. Meanwhile, Tubbs & Moss
(2007) believe that “a smile and related attempts to be friendly are interpreted in culture
contexts. An American student’s smile of greeting to a non-Western student might be
interpreted as superficial, sexually suggestive, or even rude: the American student, in
turn, is likely to interpret the other’s failure to return the smile as unfriendly or even
hostile” (Tubbs & Moss, 2007).

Roles
Roles are norms that are intended for a specific group may vary from culture to
culture. Prescribe roles that some individuals in society deviate may cause
imprisonment, death, and great misunderstanding. In Muslim countries for instance, the
LGBT is considered a taboo and discovering them is punishable by death. In some
culture, women do not share the same right as men do. These young girls are deprived
from obtaining a college education and wed during their puberty years. Woman in these
nations are invisible and do not have a voice.

Beliefs and values

Because beliefs and values are not shared the same across culture, foreigner
need to comprehend and understand these varieties of beliefs. “Values determine what
we think is right, good, important, beautiful: we find it difficult to accept that what is right
or good is as relative to culture as the word for “book” or “stove,” or as the way our food
is prepared or our clothes are made. It is even more difficult to accept that some culture
eat plants or animals that we do not classify as food, and still more difficult to understand
why, in the face of mass starvation in India, cattle wander the street unrestrained,
protected by religious taboos. Nonetheless, living in another country over a long period
of time sometimes leads to changes in values systems- particularly when people do not
remain insulated within their own cultural group “(Tubbs & Moss, 2007).

Gender
Turning back time, during those childhood year, males are looked as more
demanding, aggressive, and competitive while females are more cooperative and lees
aggressive. From preschool to early adolescence, boys move their way by telling one
another around to do this and that. Girls on the other hand query each other what role
they want. Boys make demands without explaining while girls provide reasons for their
proposal and actions. It is through indirect aggression such as excluding someone from
their core groups when girls engage in disagreements and conflict.
Despite the diversity of various cultural background, female students express that
men are interested with “power and more concerned in content that relational issues”
26
(Adler & Rodman, 2006). Men are more direct as they don’t dwell on feelings, and are
particular with their ego (self-esteem) during arguments. Women meanwhile are serious
in sustaining the relationship and are better listeners when the situation becomes
unfavorable. Since woman compromise, they are more particular about others’ feelings’
and solve problems without control over other.
After a relational tension, men are often more probable to pull away if they are
uneasy or unable to get what they want. Some gender stereotypes state that some
women require more time and attention since they gain on by complaining. However,
when men gain from the status quo, they defend themselves by retreating. Adler &
Rodman (2006) explain, “To understand this “demand-withdraw” dynamic, consider a
stereotypical housekeeping situation in which the woman complains because the man
doesn’t do his share.

VARIETIES AND REGISTERS OF SPOKEN AND WRITTEN LANGUAGE

There are five language registers or styles that are used in every communicative
situation, these registers are dependent as to who the audience, what the topic is all
about, the purpose of the conversation as well as the location when the dialogues
occurred.
1. Static Register is rare and never changes such as the Lord’s Prayer,
Preamble, Alma Mater, Laws, and many others.
2. Formal Register is used in delivering public speeches and announcement.
3. Consultative Register uses professional discussion between someone
superior and the other is a subordinate such as doctor and patient’s
conversation, lawyer and client, teacher and student, counselor and client,
and many others.
4. Casual Register uses informal language like slang vulgarities, and
colloquialisms since these conversations deal with friends and peers.
5. Intimate Register uses private discussions among family members, husband
and wife, boyfriend and girlfriend relationship (Montano-Harmon, 2005)

In formal occasion to an informal setting, the speaker may use prescribed

grammar like pronouncing words ending in-ing with a velar nasal in replacement of an
alveolar nasal such as “walking “ and not “walking”. This is further elaborated in the use
of formal words such as father compared to dad, child instead of kids, and many other
as well as minimizing the use of non-standard words like ain’t . However, with other
kinds of language variety, there appears to be a band of register than a set of distinct
variation including register that can be recognized. In addition, there is genre, diatype,
text types, styles, mesolect, acrolect, and basilect.

27
TERMS DEFINITION

Genre “ A category of artistic composition, as in music, literature,

characterized by similarities in form, style, form, or content”(Merriam
Webster)
Diatype “Is a term first used by the linguist Michael Gregory to describe a type
of language variation which is determined by its social purpose? In
his formulation, language variation can be divided into two categories:
dialect, variation according to user, and diatype for variation
according to use” (Omnilexica)
Mesolect “ A mesolect is term referring to a register or range of registers of
spoken language who’s character falls somewhere between the
prestige of the acrolect and the formality of the basilect. Mesolectic
speech, where it is distinguished from acrolectic speech, is often the
most widely spoken language, generally being used by lower and
lower-middle classes. Within the context of creole language,
mesolects only appears in instances of a post-creole speech
continuum wherein speakers code-switch between various mesolectal
levels within the continuum depending on context”(Omnilexica)
Acrolect “ A acrolect is a register of a spoken language that is considered
formal and high-style”(Omnilexica)
Basilect “ In linguistics, a basilect is a dialect of speech that has diverged
considerably from a acrolect, or standard, “educated”, variety of the
language. A basilect and the acrolect in which it originated may, but
need not, eventually reach mutual unintelligibility” (Omnilexica)

28
 CHAPTER 4
EVALUATING MESSAGES AND IMAGES OF DIFFERENT TYPES OF TEXTS

The style of manner of how people speak varies from each culture. Even
speakers of the same language provide a sense of style in speaking their lingua franca.
This explains why this variation is illustrated in the high-and-low-text cultures. Individuals
of high context cultures rely in nonverbal symbols to communicate than the verbal
communication. On the other hand, members of the low-context cultures depend on the
verbal communication. Preferred, obligated, or prohibited are speech types in the social
context of communication. “As the social context varies, the speaker of the language will
generate different kinds of speech, even if they speak the same language. The social
system delimits the speaker’s option in terms of language use. The speech codes, then,
are not define in terms of lexicon or syntax, but by the social structure of the culture”
(Neuliep, 2006)

CODE TYPES

Restricted-elaborate codes
A restricted code which is a status oriented speech system also limits’ speakers
during communication. It is often viewed in high-context cultures wherein the interactants
mandates the way to say, to whom, how the conversation will go. The words and
phrases of the speakers from high-context and collectivistic culture are meticulously set
allowing selection to be limited to what and how they will carry the conversation. In this
manner, restricted codes also come out individualistic cultures as speakers knit a close
relationship. This type of code can be seen in prison camps, criminal subclass, close
society, but is feasible working in any social composition where people share social
identifications such as spouses, co-workers and many more. Neuliep (2006) concludes,
“…restricted codes show up high-and-low context culture, although they tend to be more
salient across the entire culture in a high-rather than low-context”.
An elaborated code meanwhile employs the social system by placing their
intents, though, and goals into a verbal discourse. In here, the speaker’s intention is
unclear and has a diverse of linguistic choices, allowing the person to increase and
expand his or her intention to achieve clear communication. Any language will permit the
participant to do it and yet the social system controls it. The social construct of an
elaborated code allows flexibility in the individuals’ role during communication. There is
much linguistic latitude in the speaker using the elaborated code and thus, it will be hard
to foretell the syntax and vocabulary of the speaker.

Direct-Indirect Codes
People assert self-face needs in the direct style (low-context, individualistic
culture) where messages definitely express the individual’s desires and needs. The
intentions of the speaker in an indirect style (high-context, collectivistic culture) are
hidden or hinted in the course of the conversation. Being unclear and the need not to
29
articulate each message is the characteristic of indirect style of communication. It also
forestalls embarrassing moment that may put the speaker to shame.
The United State, England, Australia, Germany, Israel and others countries favor
the direct style of communication. Phrases “for sure”, “no question”, “without a doubt”
can be heard in American conversations since they value self-expression and verbal
acuity. Thus, they allow to “speak their mind” like they declare to other speakers that will
use the restroom. Meanwhile Israel is a direct culture since the communication flow is
simple, direct, and honest. It seems it becomes “in your face” customary for Israelites
during interaction. Germans evade small talk and so their conversations are marked with
frankness and directness.
Asian culture too uses the indirect style during communication since “saving face
and harmony” are valued in keeping social relationships. For instance, Japanese limit
themselves the use of “maybe” and “perhaps”. Japanese kids are taught not to be self-
centered and Japanese mother employ questions that are rhetorical and a tone to
convey disapproval. Neuliep (2006) note, “To the Japanese, being understood without
words is far more cherished than precise articulation”.

Elaborate, Exacting, and Succinct Style

Elaborate style uses flashy and enhance language while exacting style is direct
to the point, speaking what is needed during a conversation. On the other hand, succinct
style prefers “concise statements, understatements, and even silence”. These
summarize that these style involves quantity and volume of talk. In many Arab, Middle
Eastern, and Afro-American cultures where elaborated style of communication is
favored, the use of metaphors, similes, and adjectives can be notice in their daily talk.
Exaggerated and spontaneous style of speaking is seen among African-American. Using
succinct style such as having a concise talk and silence is found among Japanese,
Chinese and some Native American. The Chinese interprets silence as a gateway of
maintaining social measure and hence they do not value verbal skills. For them talking is
“immoral” and the prolific speakers are viewed as “flattering mouths”, “oil-mouths’, or
“honey-mouths”. Also children are cautious on what they say.

Personal and Contextual Style

A personal style uses first-person pronouns during conversation that emphasize
informally and balance in relationships in individualistic cultures. This can be seen in
English where the second person has only one form “you”. This means that whoever the
status of the speaker is talking to whether high, equal, or low status, the form remains in
the second person. If one meets the US president, this individual will say, “It’s nice to
meet you’’. The same phrase will be address to a new acquaintance, neighbor and so
forth.
A contextual style tailors the role identity and status of a person. It also controls
word selection and choice specifically personal pronoun. In Thailand for instance, a
speaker has to consider the intimacy level of interacts as well as the situation, to be able
to determine the type of pronoun to use. In here the right form of the pronoun is
30
dependent on the context. French and German have common and formal structure of
the pronoun “you“. Using the regular form with an unknown interactants will be
unsuitable. James Neuliep (2006) expresses, “Germans are well known for their
formality and strict use of use of titles, even among friends. German neighbors who have
known each other for years still use the title “Herr” when addressing each other. Koreans
and Japanese have two “axes of distinction”- the axis of address and the axis of
reference”. The speaker, in the alignment of the address cautiously select language
grounded of the status of the speaker in the conversation. “In English, “to eat” regardless
of with whom one is eating (e.g. a friend, a parent, or the president of the United States).
In Korean, however, there are at least three different ways to say “to eat” depending on
the role of the speaker: muka-da (plain), du-shin-da (polite) and chap-soo-shin-da
(honorific) (Neuliep, 2006)

Instrumental and Affective Style

The instrumental way of speaking is a sender-based as well as a goal-outcome
based which is often created to influence and pursued others. The users of the
instrumental type expresses that communication should have a specific goal and the
result can be assessed such as “friends gained, opponent defeated” or other scenarios
where self-fulfillment maybe achieved. An example of this is the men in the United
States indulge more in instrumental type compared to the US women who refer
collaborative and cooperative discussion.
The affective kind of communication deals with the receiver and process set-
up where the speakers will not mind so much of the outcome of the conversation but
rather the process. The burden lies on the speaker since this person will be cautious in
choosing and organizing the message to the other speaker. Thus, affective speakers
study the reaction of other speaker during the communicative event. Since verbal
expression are embedded subtly, the affective speakers use their intuitive feeling and
nonverbal cues. “The France prefer to establish a mood or a feeling and a certain
amount of intuition is required on the part of the listener in order to discover the
meaning. Americans like to talk about themselves, the Japanese talk about each other.
The Japanese are very conscious of the other person with whom they are interacting; it
is a n interdependent concern unlike the American concern for independence” (Neuliep,
2006)

Cross-cultural Conflict Style

Many aspects arise when speakers of other cultures converse each other.
Conflicts happen when there is incompatibility of ideas, limited or insufficient resources.
“Intercultural conflict involves emotional frustration or clash of expectation is based on
two communication dimension. The first dimension is the degree to which a person
asserts s self-faced need; that is, seeks to satisfy his or her own interests during conflict.
The second is the degree to which a person is cooperative (like other-face need) and
seek to incorporate the interest of the other. The combination of assertiveness, or self-
face need, and cooperativeness, or other face-need, defines five style of managing
31
conflict” (Neuliep, 2006).

GESTURES WITH DIFFERENT INTERPRETATION

Placing the hands on the hips in Mexico is considered a sign of hostility

Rising a fist in the air with knuckles shown outward is a declaration of victory in
Argentina
Pinching the earlobe between the thumb and a forefinger is a demonstration of
appreciation in Brazil
Holding the palm upward in Chile and then spreading the fingers is a message that
someone is stupid
Tapping the underside of the elbow with the finger of the other hand in Columbia
means someone is stingy.
Licking the little finger and brushing it across the eyebrow is telling that someone is
homosexual or gay in Lebanon.
Showing the sole of the shoe in Saudi Arabia is considered the lowest and dirtiest part
of the body
Walking behind the men in Egypt is what women do.
Winking at children in Nigeria means that they must leave the room.
Flicking the neck is inviting someone for a drink in Poland
Crossing the legs is unfeminine for women in Spain.

Criteria Excellent Proficient Adequate Limited

(5 points) (4 points) (3 points) (2 points)
Imagination & Choices Choices Choices Choices
Creativity demonstrate demonstrate demonstrate demonstrate
insight and thoughtfulness awareness little
Score:_______ powerfully and completely and awareness
enhance role enhance role developing and do little to
play. play acceptability enhance role
enhance the play.
role play.
Total
(25 points)

Score:________
Adapted Role Play Rubric (2000). School in Action. Alberta Learning, Canada

32
 CHAPTER 5
COMMUNICATION AIDS AND STRATEGIES

To spice up a good presentation, speakers at time to do foolish and risky

decision of showing some visual aids that do not fit into the situation. For instance, it is
no good to show actual firearm, live mammals, illegal substance, and chemicals that
may react to the other. Showing pictures of aborted fetuses, nudity, and vulgar scene
may upset the listener. The goal of visual aids is to enhance the speech and develop
sensationalism.
Visual aids make the discussion more interesting in meetings and presentation.
Examples of visual aids are models and objects, demonstration, and illustration (such as
handouts pictures, work of arts, tables and charts), and audio visual (like video tapes,
slides, films, audio tapes). The use of computer graphics also contributes to the interest
of the listeners (Tubbs & Moss, 2007).
Woods (1997) in Researching and Developing Support for Public Speeches
suggests, “When visual text are used, certain guidelines apply. As a general rule, a
visual text should have no more than six lines of words, should use phrases more than
sentences, and should use a simple typeface. Color and variation in type size can be
used to add emphasis to visual text. This applies to handouts, overhead transparencies,
and large visuals displayed at the front of a room”.
Listeners will undergo visual overload to speakers who use plenty of visuals and
so it is good to use the formula as proposed by Cheryl Hamilton (1996, cited from
Woods, 1997):

Length of speech + 1= Maximum number of visual

2
Likewise, if a person is preparing a 10-minute speech, the appropriate visuals will
be 6 using the 6 formula above.
Remove or cover the visual aids before and after using them. The purpose of
visual aid is to support the speaker’s discourse and not serve as a barrier to the
listeners. Speakers should not continually maintain an eye contact to the listener and not
to the visual aids all the time. Therefore, a well-prepared speech with a visual aid surely
provides clarity to the presentation (Wood, 1997).

TYPES OF VISUAL AIDS

Objects and Models

The best visual aid is any convenient or portable object you can hold while you
are discussing. This can be a pen, a ball or anything handy to demonstrate to the
listeners as well as highlight the topic. Models on the other hand are scaled
representations of the object like a miniature building, a city, part of a body, and so on.

33
 Diagram is an illustration of line drawings that depict the elements of an object.
Although it does not present everything but it shows those sections of a thing that the
listeners need to know. The most common examples of diagrams are maps, blueprints,
architectural and organizational charts. “A diagram is most appropriate when you need
to simplify a complex object or even and make it more understandable to the audience”
(Adler & Rodman, 2006).

Words of number chart are best depicted using statistics for easy presentation
to the audience. Most speakers display the silent points of their speech in outline format
as a word map.

Pie charts are made of circle with slice. These are used demonstrate the
divisions of the inter pie chart as well as represent the partition of the 100% that each
slice will get.

Bar charts are being compared between two or more values by way of putting in
horizontal rectangles. In the same manner, column charts demonstrate an identical
function as bar charts but are seen through vertical rectangles. Line charts on the other
hand, usually map out the route of a moving point and an appropriate for illustrating
change over time. Now the time element is shown in the horizontal axis for the line to
represent the development as time passes.

PRESENTATION OF VISUAL AID

In Understand Human Communication By Alden & Rodman (2006).
“Chalkboards or whiteboards can be found in most classroom. Polymer making
surfaces and their special making pens can be bought in most bookstores and art supply
shops and applied to the wall of room that doesn’t have a chalkboard or whiteboard. The
major advantage of these write-as-you-go media is their spontaneity.” You can also
create your visual aid as you talk including the audience response.
Flip pads are gigantic writing tables connected to transportable frame. As you
lecture, you flip to the pad one at a time where you can see pictures or illustration of the
discussions. If more visuals are needed, a poster board can also be used for
highlighting the points of your discussion.
Listeners can review your talk when hand out is given to them. Henceforth,
handouts are the best reference support and excellent way to freshen the memory.
However, the distraction happens when you hand in the document while they are talking
since they will keep flipping the pages. So it is advisable to give the handouts after your
speech.
The best way to view images for large audiences is through the use of
projectors. Overhead projectors work well for a specific purpose where acetate sheets
reflect images on the screen while slide projector use films. Screen images from the
computer are viewed directly from computer projectors.

34
Other Electronic Media
Audio aids such as tape recording and CDs can supply information that could not
be presented any other way like comparing musical styles. Films, videotapes, and
sound-on-slide are examples of audio-visual aids.
Aside from being economical and most effective since the slide moves in an
appropriate time. The logical structure allows viewers to appreciate the information and
the arguments presented (Adler & Rodman, 2006).

Effective Application of Visual Aids

1. Readying the visual aids ahead of time and mastering these tools before using
them.
2. Keeping visual aids easy to understand and simple.
3. Making visual aids to be readable, seen, and heard.
4. Making video recorders, overhead projector, slide and film projector as well as
screens to be available before the presentation.
5. Fitting the visual aids as to the size of the room where light adjustments are
made.
6. Putting visual aids to enhance the speech.
7. Talking to the audience and not only the visual paraphernalia.

ACTIVITY. REPORTING SOCIAL ISSUES USING VISUAL AIDS

Three members of each group will prepare a 10-minute presentation of any local social
issue. There will be six slides in the entire presentation and each member will discuss in
three minutes for the two slide of the power point presentation. After the presentation the
speaker will have an open forum for three minutes of the audience.

Possible Issues:
Social issues
The impact of Climate Change
Bringing Waste Disposal
A stop to school bullying
Scaling up the lives of street children
Ways to decongest traffic in the city
How social network change people’s
perspective
Livelihood program for the poor
Acceptance of the LGBT in the society
What teenagers are into
Social issues
Addiction in online games
The musical genre students listen to
Preventing teenage pregnancy and
abortion
Preparing a career in the future
The brain drain in the rural areas
No to substance abuse
Teenage love: consequences of
establishing an early relationship
How to stop street killing
Curbing terrorist acts in the world
35
ACTIVITY. REPORTING SOCIAL ISSUES USING VISUAL AIDS

Name:______________________________ Date:_____________________________
Score:_______________________________

Rubrics
Masterful (5 points)
Skilled (4 points)
Able (3 points)
Developing (2 points)
Novice (1 point)

Criteria Value Actual Score

Visual Aids 5 Points
Coherence 5 Points
Verbal Skills 5 Points
Handling Question 5 Points
Physical Grooming 5 Points
Total Score 25 Points

36
 CHAPTER 6
COMMUNICATION FOR VARIOUS PURPOSES

Communication become so part of us that it is a passport in understanding and

conveying our needs and ideas to others. In communication begins with our self and to
other people, in various events as well. Messages relayed will vary depending on the
communicative situation. Not to be mistakenly judge, we use communication ethics and
principles as we interact with family members, friends and strangers.

INFORMATIVE COMMUNICATION
With online information and information from paper, our society today is
experiencing “information glut” or overload. Nonetheless, there is still a need for us to re-
inform what we have learned.

Types of Informative Communication

1. By Content
A. Information about Objects talk about something tangible or a
demonstration of new things that can be seen or touched
B. Information about Processes discuss of a process that is in
progress that will yield to a distinct outcome. Topics such as aging,
learning to do multiplicity of task, and many other things best fit for
this category
C. Information about Events deliberate on anything worthy and notable
that took place such as the Olympics, a beauty pageant, or during
election.
D. Information about Concepts tackle on ideas, beliefs, theories, and
principles that will bring into a new perspective.
2. By Purpose
A. Information on Description speaks about straight forward
information as you describe what you want to convey through a word
picture manner.
B. Information on Explanation talk to clarify concepts and ideas that
have been known by many.
C. Information on Instruction demonstrate in a logical manner the
training programs of a new model or operations in an office.

PERSUASIVE COMMUNICATION
This is the art of convincing viewers or readers to believe and accept a
controversial issue by presenting the benefits of the topic. Adler and Rodman (2006)
express, “persuasion is the process of motivating someone, through communication, to
change a particular belief, attitude, or behavior”.

37
Characteristics
1. Persuasion is not coercive because it allows the viewers and readers to
think constructively and to art differently. It does not force individuals to
accept the issue or situation right away but given the individual free will.
2. Persuasion is usually incremental because attitudes do not instantly
change. Likewise, it is a process where the individual presenting has to
establish goals and expectations.

Type of Persuasion
1. By Types of Proposition
A. Proposition of Fact talk on issues having two or more angles with
conflicting testimony and the viewers and readers are required to know
and select the truth. The propositions are not enough with a “yes” and
detailing the topic.
B. Proposition of Values discusses about truth and falsity of the issue.
C. Proposition of Policy allows a step beyond the queries of fact or value
that will require an action or a policy.

2. By Desire Outcome
A. Convincing happens when one needs to persuade the viewers or
readers need to change by giving them time to think and feel the
situation. “Reinforcing still a type of change, however, because you are
causing an audience to adhere more strongly to a belief or attitude” (Adler
& Rodman, 2006).
B. Actuating takes place when one need to move the viewers or readers to
a specific behavior. The person persuading has to recommend the
specific action such as adoption or discontinuance. Adoption make the
viewers or readers indulge in a new conduct or behavior while the
discontinuance wants to end behaving in a profound manner.

3. By Direct approach
A. Direct Persuasion demonstrates the clear purpose of the writer to the
target audience by it right away.
B. Indirect Persuasion disguises or hides the intention of the writer
through a sense of only hinting the issue and it is for the listeners or
comprehend the message.

ARGUMENTATIVE COMMUNICATION
Argumentative communication is stating a position of an issue reflecting views,
need, and beliefs accompanied with reason and logic. Being argumentative allow people
to express themselves. Being assertive is constructive since it employs dominant and
forceful but whose objective is to win though the controversial topic for approval.

38
“Assertive people stand up for their rights and express their thoughts, feelings, and
beliefs in appropriate ways that are direct and honest, and do not violate another
person’s right. Assertiveness also includes refusal to be intimidated, as well as absence
of interpersonal anxiety, initiation of requests, spontaneous feelings and expressions,
being outgoing, willingness to take initiative, and disagreeing actively, rather than
passively”. (Communication that is Argumentative and Aggressive).

Sample Written Text

1. Inquiry Letter
An inquiry letters important in getting information that is not known to the
concerned individuals. Thus, the one who queries anticipates the other party to release
the information. However, there are some instances where query letters will still be
answered but will not receive the information being asked since it is confidential and
therefore it requires a court order for the release of the information.
In writing query letters, it must have contact information of the addressee so it
will reach to the person. The first paragraph should express the main point of the letter,
written in a crystal-clear language that avoids confusion to the readers. It must be
supported with facts and circumstances (Sample Letters.Org, 2012).

Inquiry Letter Example

39
 On January 26, 2016

From
Timothy Shin
St. George Institute of Medical Practice
New York 56004

To
Reymond Hence
Wisconsin 53094

Dear Mr. Raymond,

I am, Timothy Shin, from St. George Institute of Medical Practice, would like to get
inquiry about certain facts of a person which has been involve in a mega project which
is underway with our institute and is of prime importance to the country for security
reasons

Though there are other ways by which I can have more details but the relevant
information about that person would be made available by you only since you have
worked with him for a long time and have been involved in critical projects, I, therefore
assume that you will definitely help me in this matter for a possible breakthrough.

We will be thankful to you since you would not only help us solve the possible threat it
may pose but also will lead us in the project which may face the onset of dismantling if
required information is not received from you in time.

Yours Sincerely,

Timothy Shin
2. Police Reports
Police reports are often reviewed and noted by news reporters who work
in the radio and television or by legal firms. The police report contains a detailed history
of every specific event that happen from car accidents, burglary, rape, murder, and other
unfortunate circumstances. These documents are sometimes presented in court as
evidence

Sample of Police Report Template

Items to Include in the Report

 Existing witness report
 Description of the crime scene
 Address * Specific crime
committed
 Crime scene evidence * Location
 Date * Time
 Chronological narrative
(Include each of the following, if they apply)
 How did you come upon the scene?
 Who was involved?
 Which investigative avenues are being taken? 40
 What was said?
*Arrest made * Evidence

 Reason why the officer was on the scene

 Booking
3. Letters of Appreciation
Appreciation letters are written communication of showing gratitude for what they
have done to you. It can be thanking a former superior for reference letter, a job referral,
a network for an information interview. It can also be in thanking a worker who has made
a contribution to the workplace, or for your boss for mentoring you. Giving a letter is the
best way to express sincerity and strong relationship with the people surrounding you.
(Appreciation Letters 2016).

Sample

ABC, Inc
Any Street
Any City, Any State, Zip

Date MM/DD/YYYY

Dear Mr. Smith (can use first name if employee is known well)

Your enthusiasm and your ability to motivate your employee have resulted in a
significant increase in productivity and profitability. 41

ABC, Inc. appreciates your effort and the assistance you give to your co-workers.
If we had an award to give, you would be the key contender. Please accept my
sincerest gratitude for the superior job you are doing in our service department.
 CHAPTER VII

CHAPTER 7
COMMUNICATION FOR WORK PURPOSES

When you are in the work place, there are some skills one has to master which
are attending meetings and developing good communication skills among peers.

GUIDELINES IN BUSSINESS MEETINGS

Meeting allow employees to communicate within the institution and prompt them
to have their assigned tasks done. Likely, through business meetings, goals, and plans
are placed before the team members where they comment and share ideas on how to
make the project feasible. Here are some steps to plan a successful conference among
co-workers:
Step 1: Call the meeting to order according to the scheduled time. Introduce new
workers or guess during the start of the meeting. Those co-workers who mare late need
to catch up during or after the meeting.
Step 2: Pass an agenda during the meeting so that co-workers will be guided step by
step in the discussion.
Step 3: Provide a summary of the previews meeting as the secretary needs the
undertaking.

42
Step 4: End the meeting on time, agenda should list all the points to be taken during the
discussion. Time each segment of the discussion so chit-chat can be avoided.
Step 5: Ask the secretary to take the minute of the business meeting for the decision
made, documentation and review in the next meeting.
Step 6: Prohibit members from insulting each other when the issue gets hot and intense.
Instead call them is separate occasion to resolve the conflict.
Step 7: End the business meeting with optimism. Assign what each member must do
and the issue to be tackled during the next assembly. (Balle, L. n.d).

Template of Basic Meeting Notes

Meeting of the [Name of Work Group or Project]:

__________________________________________________________
Date: _________________________________________________________
Local: ____________________________________________________
Agency: _______________________________________________________
Name of the people who attended the meeting:
___________________________________________________________
Name of group members who were absent:
___________________________________________________________
Discussions:
___________________________________________________________
Announcements (if any): _________________________________________
Decision Made (if any): ___________________________________________
Items for follow up: ______________________________________________
Name of the person taking the minute: _______________________________

TRADITIONAL METHOD OF TAKING MINUTES OF THE MEETING

Minutes of the Meeting

(Date):________________________________________________________________
Name of Person Recording the Minute:
_______________________________________
Agency
Old Business:__________________________________________________________
(Items carried over from last meeting will be listed here)

New Business
(List new items to be discuss here in point form)

Old Business
(Set out detailed account of the discussion relating to the old business on the
agenda, including names of everyone who contributed ideas or made
presentation)

New Business
43
(After the old business has been dealt with, set out details of new business to be
dealt with. Again, the names and question, comments or concerns of the people
who contributed to the discussion need to be recorded in detail.)

List the date, time, and location for the next meeting;

Next meeting agenda:

____________________________________________________
At the next meeting. Attendees will deal with old business carried forward from
the current one. A detailed agenda should be set for the next meeting. Names of
attendees who need to gather information or make presentation should be listed:

Adjournment:
____________________________________________________________
(Make a note of the time the meeting was adjourned.)

MODERN METHOD OF TAKING MINUTES OF THE MEETING

Project Name: __________________________________________________
Location: ______________________________________________________
Date: _________________________________________________________
Names of Attendees: _____________________________________________
Names of Team Members not in attendance: _________________________
_______________________________________________________________

Item #1 on the Agenda:

 Include the name of the person making a presentation
 Set out what was discussed after the presentation and any decision made
 Next step: include specific task, names(s) of the person(s) who will be
responsible for them, and a specific deadline.
Item #2 on the Agenda
Repeat the information for each subsequent item on the meeting agenda.

DISTRIBUTING THE MINUTES OF THE BUSINESS MEETING

Once the minute of the meeting have been prepared, they should be distributed
to everyone on the team or committee involved. They will serve as a reminder to
everyone in the attendance of what was discussed, the decision made, and what the
next step should be on the task or project in question.
If one of the participants notices something in the minute that was recorded in
error, they should contact the person who prepared them to ask what they revised. If an
item was overlooked, this should also be brought to the attention of the person who

44
prepared the minute so the item can be added. An updated version can then be
distributed to everyone who attended the meeting.

All text taken from Redmond, J. SamplesofMinutesofBusinessMeetings. Retrived

from http://business.lovetoknow.com/wiki/Samples_of_Business_Meetings

WRITING IN THE WORKPLACE

Memo and Memorandum

A memo is a written letter from one worker to another within the same company
or organization. Thus, an office memo is a short form of memorandum which is a note to
help refresh the memory. Meanwhile a memo may not be suitable if it is a complex
message or relating to lengthy conversation. This is why a memo is filled for future
reference and maybe used as a proof for legal matters. (Business Card)

WRITING PERSUASIVE LETTERS

A. Letters of Business Request

A letter of request must have an introduction stating the request and
specifying the call of action with specific dates. The introduction is concise and
persuasive with not more than two sentence. Persuasive writing motivates the reader to
fulfil such request. If the request is three or more things, it is advisable to use bullet
points to allow the request clearer and specific. “The final paragraph should include a
call to action, which is what the writer is specifically asking the reader to do. Restate the
initial request in this section, and add any pertinent deadlines by which a response is
required along with an explanation. If the request involves making a payment, ensure
that the final paragraph has all the relevant payment details that the reader need” (How
do you write a letter to request something?).

August 5, 2016 Sample Business Request

Mr. Kenneth Green,

Green & Hamper Associate,
Colorado, USA

Dear. Mr. Green,

We at B&C are happy to be associated with you. Please find the attached copy
of our purchase and sale agreement as requested by you in our previous
meeting.

Our agreement of supply and service of desktops to your company is valid till the
end of next year. All the clauses mentioned by you have been added to the
contact. We request you to make the quarterly payment by the end of
September. The receipt will reach you within two working days after payment.
An intimation for payment will be issued a month prior to its due date. Please
send us a confirmation about receiving the agreement as soon as possible. 45

It has been a pleasure doing business with you. In case of any other assistance
please feel free to revert back to us at the earliest.

Thanks and Regards,

B. Reporting & Recording Process for Incidents

Reports are a permanent record of events, incidents, and problem, among many
other. The purpose of incident reporting and investigation is to prevent a recurrence of
the hazardous condition causing the event. It also ensures that we meet regulatory
requirements. There are several kinds of reports each with a different purpose. Some
reports keep and update people of undertaking in the department. Reports can also be
used for statistical compilation, spot problems, or know the training requirements in a
specific department. Others however serve to aid in legal proceedings.
The impact of a poorly written report is that one’s credibility might be affected if the
issue goes to the court. “A poorly written report can cause you to lose a case in court,
perhaps resulting in a criminal being set free to kill, rape, steal, or commit arson again.
Poorly written reports can make it difficult to accurately identify training and equipment
needs. They can result in failure to take appropriate follow-up action on a problem”
(Firebelle Production, 2006). Content such as spelling, punctuation, grammar and choice
of words is very crucial in making incident report. Even comma omission or wrong word
can change the meaning of a statement.

Characteristics of a Good Report

 Accurate and specific
 Factual
 Objective
 Clear
 Complete
 Concise
 Well-organized
 Grammatically correct
 Light on abbreviation (Firebelle Production, 2006)

ACTIVITY. ROLE PLAY OF A BUSINESS MEETING

The class will be divided into four groups and will conduct a business meeting.

46
Criteria Excellent Proficient Adequate Limited
( 10 Points) ( 8 Points) ( 6 Points) ( 4 Points)

Participation Always Usually willing Sometime Rarely willing

in Preparation willing and and focused willing and and focused
and focused during group focused during during group
presentation during group work and group work and work and
work and presentation presentation presentation
Score: ______ presentation

Presentation Convincing Competent Adequate Limited

of Character communicati communication of communication communication
on of character’s of character’s of character’s
Score: _____ character’s feelings, feeling, feelings,
feelings, situation, and situation and situation, and
situation and motives motives motives
motives.

Content Content is Content is clearly Content is Content is

clearly established and established but vaguely
Score: _____ establish and generally may not be established and
effectively sustained sustained may not be
sustained sustained

Use of Non- Impressive Good variety of Satisfactory Limited variety

verbal Cues variety of non-verbal cues variety of non- of non-verbal
(voice, non-verbal are used in a verbal cues cues are used
gesture, & eye cues are competent way used in an in a developing
contact) used in an acceptable way way
exemplary
Score: _____ way

Criteria Excellent Proficient Adequate Limited

( 10 Points) ( 8 Points) ( 6 Points) ( 4 points)
Imagination and Choices Choices Choices Choices
creativity demonstrate demonstrate demonstrate demonstrate
insights and thoughtfulness awareness and little
Score: _____ powerfully and completely developing awareness
enhance role enhance role acceptably role and to do
play play play little to
enhance
role play.

47
 Total
( 50 points)

Score: ______

ACTIVITY. PERSUASIVE WRITING IN THE WORKPLACE

Students will write any of the following fictitious letter or reports between 250 to 300
words.
1. A Memo or Memorandum
2. Business Report
3. Incident Report
Rubrics for Grading
Masterful (5 points)
Skilled (4 points)
Able (3 points)
Developing (2 points)
Novice (1 point)

Criteria Score Actual Score

Focus, Purpose, Thesis (Controlling Ideas) 5 points
Ideas, Support, & Development (Evidence) 5 points
Structure, Organization 5 points
Audience, Tone, and Point of View 5 points
Sentence Structure (Grammar) 5 points
48
 Mechanics and presentation 5 points
Vocabulary and Word Usage 5 points
Punctuality of Beating the Writing Deadline 5 points
Total Score 40 points

CHAPTER 8
COMMUNICATION FOR ACADEMIC PURPOSES

As a complex process, writing involves many skills and is the most difficult skill to
master in the language competency. It takes a lot of practice and take years to lead
perfection. Thus, writing an academic paper needs a lot of preparation. The first step in
research writing is finding the topic. It is important to have a topic that is related to tour
course, something that is interesting or writing themes that deal with social issues.

CHARACTERISTICS OF AN IDEAL TOPIC

1. Topic is Timely- it means the subject matter is timeless and can be a useful
information today and tomorrow
2. Topic is well defined- it means the subject matter is narrowed with a very
specific theme that will explore the entity of the topic.
3. Topic has a high level of creativity- it means the subject matter is
interconnected with other disciplines that make it very interesting.

THE MAKING OF AN ACADEMIC PAPER

It is best to list the topic sentence first so that along the way. You will be able to
merge the incorporate other paragraphs. First drafts usually have repetitive ideas and so
having a central argument allows the paper to be cohesive and direct to the point.
49
 Creating a thesis statement and making an outline reflect profound ideas but
will allow you to create more details and ideas as well. Since a thesis is a major element
in your paper that shows assertion, message, central ideas and the remaining paragraph
demonstrate support to the topic. It builds the paper together to make it a cohesive
whole. (Bauman, 2013)
In the introduction the specific topic should be mentioned as this allows you to
frame the thesis or the purpose statement. After the introduction, the background of the
topic comes next. In here, the review of the related literature is being included as well as
the historical perspective. The purpose of this is to conjoin the current research and your
paper as how they parallel or make significance. The body of your research which
serves as the hinge that should provide clear ideas to support the argument. By stating
evidences and major ideas, your research is ready for a conclusion. The conclusion
knits all the main points that answer the central argument. (Writing A Paper: Outlining)

QOUTING, PARAPRHASING, AND SUMMARIZING

Taking Notes
Despite the volume of sources to read, it is essential to take down notes from
the materials you think will be useful in the crafting your academic paper. Like a
carpenter, you design the house according to the materials you have gathered, so is
academic writing, getting the appropriate information and supporting ideas will eventually
shape the voice and the tone of your article. By writing down enough details, you can
review or decide if such information will be added or deleted during the final writing.
Henceforth, you have a precise record of your notes. (Bullock, 2006)

1.Write your notes can be in an index card, a notebook or through your

computer. Every entry must be labeled with information such as author,
title, and the URL pages so that tracking the source(s) will be easy and
handy
2.Use your own words through quoting (enclose in quotation marks)
3.Paraphrasing or summarizing the source text. This will enable the readers to
identify if it is your own words or borrowed words.
4.Put a subject title in each note for quick identification of the topic.

The Importance of Citing Sources

1. To acknowledge the author(s) of the book, magazines, journals, interviews,
and other sources of information.
2. To allow the readers to verify your information
3. To allow the readers to replicate and expand your research.
Citation Requirements
You need to place citation when you are quoting or lifting the exact words or
when you paraphrase ideas or use these ideas, data or process. For sources like books,
articles, online, unpublished documents as well as any other written material, you have
to ask who the writer, editor. Or the translator of the text. You also need to query the title
and subtitles of works, volume number, edition number, page numbers, URL, and other
pertinent details that will tell the publish date, the publisher, and place of publication
(Turubian, 2007).
50
Quoting a Source
Quoting is a way of retaining the writer’s statement word for word and only
modified through the use of ellipses, omitting redundant details or making it suitable into
the paper by placing it with brackets. When blending your words with the quoted material
have quotation mark. If you are using Modern Language Association (MLA) style format,
you can only insert “four typed lines or fewer” while the American Psychological
Association (APA) style format allows you to use not more than forty words (Bullock,
2006).
Realization in life is being highlighted in Jose Garcia Villa’s (1999) short story
Footnote to Youth,” Youth must triumph…now…Afterwards…it will be life.”

When quoting poetry of three lines or less, it is essential to place quotation marks
and put slashes foe every line (Bullock, 2006)

In Divine Poems #94 written by Jose Garcia Villa (1999), he speaks of humility:”
Now that now/You are truer old/Time to learn to bow/Time to learn to hold.’’

Long Quotation
If you are employing the MLA style, Bullock (2006) suggest,”…Set off quotation
of five or more typed lines by indenting the quote one inch (or ten spaces) from the left
margin.” On the other hand, an APA format allows you to indent quotes of not more than
forty words, equivalent to half inch or specifically five spaces from the left border. Place
parenthetical citation at the end in case quotation mark are not used.
Nonprofit organization such as Oxfam and Habitat for Humanity rely on visual
representation of the poor. What better way to get our attention, ask Diana George: in a
culture saturated by the image, how else do we convince the Americans that- despite the
prosperity they seen all around them- there is a real need out there? The solution for
most nonprofit has been to show the despair. To do that they must represent poverty as
something that can be seen easily recognized: fallen down shacks and trashed out
public housing, broken window, dilapidated porches, and barefoot kids with stringly hair,
emaciated old women and men staring out at the camera with empty eyes. (210)
(Quoted Text taken from Quoting, Parapharasing, and Summarizing from the Norton
Field Guide to Writing by R. Bullock, 2006)
When quoting poetry with four or more lines, placing slash at the end of each
line still works.

Indicate any omissions with ellipses

When deleting some words from a direct quotation, insert ellipses represented
with three dots to represent with three dots to represent the deletion (Bullock, 2006)
In Footnote to Youth, Jose Garcia Villa (1999) describes Dodong, “ He was
hesitant about saying it… What he had to say was of serious import as it would mark a
climacteric in his life.”

Indicate addition or changes with brackets

51
 When you need to add or change words in a quoted material or insert a
correction in the statement, together with the changes insert a bracket.
There is a sense of strangeness in The Dreams in the Witch-House where H.P.
Lovecraft narrates.” The darkness always teemed with unexplained sound-and yet he
sometimes shook with fear lest the noise he heard should subside [by now] and allow
him to hear certain other fainter noises which he suspected were lurking behind them”.

Period and Commas

“ With brief quotation, put periods or commas inside the quotation marks,
except when you have parenthetical citation at the end, in which case you put the period
after the parenthesis” (Bullock, 2006).
“Country music,”Tichi says, “is a crucial and vital part of the American identity”
(23)
(Qouted text taken from Quoting, Paraphasing, and Summarizing from the Norton Field
Guide to Writing by R. Bullock, 2006).

Question mark and exclamation points

Place the question mark and exclamation point in the quotation mark when
succeeded by a parenthetical citation and then followed by a period.
Jessica Hagerdon in the The Anchored Angel Writes, “Villa never new my
ambiguous homage to him existed. And why would he care after all?” (xv)

Colons and Semicolons

Colon and Semicolon are placed outside the quotation mark (Bullock, 2006).

Writing a Paraphrase
When you borrow words from a statement, a passage, or a large and longer
text, you need to paraphrase these words. Paraphrase is a way of rewriting these
sentence so that it will look like the original, although it shares the same thought.
Informative paraphrases are those that take the source’s tone, facts and opinion as if
they were the writer’s own while descriptive paraphrase are statement that describe the
source text than showing its perspective or information in a direct manner (Veit, et al,
1997)

Summarizing
When summarizing, use your own words and immediately write the main ideas
from the source. Compared to a paraphrase, the summary only talks the general aspect
and does not go into details (Bullock, 2006)

References
You must arrange your reference in alphabetical order using the APA format.

52
APA for Academic Writing
The Purpose of Referencing/ Documentation

A. BOOKS
* NOTE: Only the first word, the first word after a colon, and all proper nouns of books
titles are capitalized.

A1 Book, 1 author, no edition Johnston, M. (2009). Perspective, persistence

(APA p. 202) and learning. Thousand Oaks, CA:Sage
A2 Book, 2 authors, edition Touhy, T.A., & Jett, K. (2018). Ebersole and Hess’
stated gerontological nursing and healty aging (5th ed.).
(APA pp.203, 205) St. Louis, Ml:Elsevier.
A3 Book with 3 to 7 authors not
Downing , L., Carter, J.C., & McManus, T. (2007).
from US Students in our midst. Toronto, Canada:
(APA p. 184) Doubleday.
Note: Country name replaces state abbreviation
for non-US. publication
A4 E-book of print book O’ Brien- Pallas, L., Hiroz, J., Cook, A., & Mildon,
retrieved from library B. (2005). Nurse-physician relationship: Solution
subscription database and recommendations for change. Retrieved from
http://www. Ebrary.com
53
 (APA p.203: Electronic Guide)
A5 Translation: English Mancusa, S., & Viola, A, (2015). Brilliant green:
translation of non-English The surprising history and science of plant
book intelligence (J. Benham, Trans.). Washington, DC:
Island Press.

B. ENTRIES AND CHAPTER IN EDITED BOOKS

(includes encyclopedia and dictionary entries)
NOTE:Book editor(s) as well as chapter/story/poem author(s) need to be credited

B1 Chapter with known Smith, F. M.,& Jones, W. (2004). The college

author in an edited book students. In C. Wood, & M. Meyer (Eds.), Cross-
[APA p.204] cultural education (pp. 75-105). London, Canada:
MacMillan.
B2 chapter with known Hall, A.M., & Edgecombe, N.A. (2014). Ptient
author in an edited book with Education. In P.A. Potter et al. (Eds.) canadian
a large editorial board fundamentals of nursing (5th ed.,pp 290-308).
[APA pp. 182,184,204] Toronto Canada :Elsevier.
NOTE: normally all editors would be listed. As this
book has a large editorial board, we only included
the first editor listed on the title page (P.A. Potter)
followed by et al. if the chapter has both an original
(Hall) and a Canadian author (Edgecombe) listed,
include both in your reference
B3 chapter with known Jefferson, T. (2008). Masculinities and Crimes. In
author from an edited book, D.E. King, & J.A. Winterdyk (Eds.), Diversity Issues
included in a course pack and the crime justice system: Course reading for
[APA p.202] Applied Justice Studies (AJUS) 2231 (pp.325-347).
Calgary, Canada: Mount Royal University. (reprinted
from the Oxford Handbook of Criminology(2 nd
ed.),pp535-557, by M. Maguire, R. Morgan.& R.
Reiner, Eds., 1997 Oxford, England: Oxford
University Press)
B4 Entry/ Definition in print Davidson, T. (2002). Common Cold. In J. L. Longe
encyclopedia, author known (Ed.), The Gale encylopedia of medicine (2nd ed.,
[APA p.202] Vol 2.pp 869-872). Detroit, MI: Gale Group
B5 Entry or definition in a Cell Division. (2008) In E. Martin & R.Hine (Eds),
web encyclopedia, author Dictionary of biology. Retrieved From
unknown http://www.oxfordreference.com
[APA p.202]

C. ARTICLES: JOURNALS AND PERIODICALS

(newspaper, magazine, newsletters)
NOTE: Only the first word, the first word after the colon, and all the proper nouns of
article titles are capitalized, but all major words in journal names are capitalized.

54
C1 Scholarly journal Lee, K. (2007). Online collaborative case study
article, 1 author, learning. Journal of College Reading and learning,
paper bound, no DOI 37(2) 82-100
available
[APA p. 199]
C2 Scholarly journal Perrey, S. (2017). Do we performe better when we
article, 1 author, from increase red blood cells? The lancet Haematology.
a library database, 17, 2352-3026. http://doi.org/10.1016/s2352-
with DOI 3026(I7)30123-0
[APA p 198: Electronic
guide p.12;APA Style
Blog march 1, 2017]
C3 Scholarly article, 2 Brown, C., & Austin, D. (2009). Fatty Acids,
authors, found breasfeeding and autism spectrum disorder. E
through web search, journals of Applied Psychology, 5(l),49-52. Retrived
not a library database from http://ojs/lib.swin.edu,au/
[APA pp 191-192, 199] NOTE: Provide the URL of the journal home page
C4 Scholarly journal Simpson , M.L., Stahl, N.A., & Francis, M. A. (2004).
article, up to 7 Reading and Learning strategies: Recommendation
authors, from a for the 21st century. Journal of Development education
library database, no
DOI
[APA p.199]
C5 Scholarly journal Kallai, J., Makany, I, Csatho, A., Karadi, K., Horvath,
article more than 7 D.,Kovacs-Labadi, B.,… Jacobs, J.W. (2007).
authors, with DOI: list Cognitive and affective aspects of thigmotaxis
first 6, then use… and strategy in humans. Behavioral Neuroscience,
list last author 121,21-30. http://doi.org/10.1037/0735-7044.121.1.21
[APA p 198; Electronic
Guide p.12]
C6 Scholarly journal Norouzi, N., Bhakta, H.C., & Grover, W.H. (2017).
articles, with article Sorting cells by their density. PloS ONE, 12 1-16.
number
C7 Scholarly journal Palamara, G.M.,Delius, G. W., Smith, M.J., &
article, in press, Petchey, O. L. (in press). Predation effects on mean
retrieved from the time to extinction under demographic stochasticity.
web Journal of theoretical Biology. Retrieved from
[Electronic Guide p. 13] http://arvix.org/ 1205.6989
C8 Cochrane Bohren, M.A.. Homfmeyr, G.J., Sakala, C., Fukuzawa,
database of R.K., & Cuthbert, A. (2017). Continuous support for
systematic reviews, women during childbirth. Cochrane Database of
from a library Systematic Reviews,
database 2017(7).http://doi.org/10.1002/14651858.CD003766p
ub6

55
 Newspaper article, Harris. M. (2011, August 16). Grade improve if
with author, on the classes start later, studies find. The Calgary Herald.
web, not from a Retrieved from http://www.calgaryherald.com/
library database
[APA pp 200-201;
Electronic Guide p.9]
C10 News article, Ancient tool makers discovered fire treatment. (2009,
author unknown, on August 13). The Globe and Mail, retrieved from
the web, not from the http://www.theglobeandmail.com/
library databasei
C11 Magazine article Singer, P. (2009, July 28). Visible man: Ethics in
with author, print aworld without secrets. Hamper’s Magazine,
copy 323(1935), 31-36.
C12 Magazine article, Wells, P. (2009, July 28). Our universities can be
with author, web smarter. Maclean’s, 122(29/30). Retrived from
version http://www2.macleans.ca
C13 Review of book, Klein, N. (2002, December 16). The new aparthied
in a magazine, from a [Review of the book We are the poor: community
library database, no struggles in post-apartheid South Africa, by A. Desai].
DOI Nation, 275(21) 25-28
C14 Newsletter m- Lundquist, C. (2012, February). Recapping ICCB:
tide, with author, New Zealand hosts historic congress for conservation
found online biology. Society for Conservation Biology Newsletter,
20(1). Retrieved from
http://www.conservationbiology.org/Publications/News
letter/Archieves/2012-2-February/news2.com

D. WEBSITES
(for the articles found online, see example in C)
NOTE: A website is a collection of one or more webpages. Use regular font for titles of
webpages but use italics for the titles of websites and web documents.

D1 Webpage on Buzan, T. (n.d). what is a mind map? Retrieved July

website, with author, 17, 2017, from http://imind.com/how-to-mind-map/
no date
[APA [p.192, 205;
FAQ]
D2 Web Page on How to study effectively- 8 concentration strtegies.
Website, unknown (2017). Retrieved July 17, 2017, from
author http://studenthacks.org/2007/10/12/study-effectively
[APA pp, 205-206,
FAQ]
D3 Webpage on U.S Department of Health and Human Services,
website, group of National Institutes of Health, National Cancer
corporate author Institute. (2011). Annual report to the nation on the

56
 [APA pp.192 205-206; status of cancer, 1975-2007, featuring trends in brain
FAQ] cancer: Questions and answer. Retrieved from
http://www.cancer.gov/newscenter/qa/2011/ReportNat
io2011 QandA
D4 Document on the Canadian Nurses Association. (2008). Code of Ethics
website, group of for registered nurses. Retrieved from http://www.cna-
corporate author aiic.ca/CNA/documents/pdf/publication/code_of_ethic
[APA pp.206, FAQ] s_2008_e.pdf

E. OTHER KINDS OF INFORMATION SOURCES

E1 Government Report, Alberta Social Service and Community Health.
publisher is same as (2005). Breaking the pattern: Understanding wife
author, paper-bound Abuse. Edmonton, Canada: Author
[APA p. 205]
E2 Government report on Sosiak, A. (1999). Evaluation of recent trends in
a website, with author water qualify in the Elbow River upstream from
[APA p. 205] Glenmore Reservoir. Retrieved from Alberta
environment and Sustainable Resource
Development website:
http://environment.gov.ab.ca/info/library/5695.pdfi
E3 Report by U.S Department of Health and Human Service,
organization that is part National Institute of Health, National Cancer Institute.
of a larger organization, (2011). Annual Report to the nation on the status of
found on website (larger cancer, 1975-2007, featuring trends in brain cancer.
entity listed 1st ) Question and answer. Retrieved from
[APA pp. 205 (#31)-206 http://www.cancer.gov/newscenter/qa/2011/ReportN
(#32)] ation2011 QandA
E4 Statistic Canada data Statistics Canada. (2009). Workers who use an
report (graph, official language most often or regularly at work , by
table ,chart) on a website province and territory, (2006 Census). Retrieved
[APA p. 211] from
http://www40.statcan.gc.ca/101/cst01/demo44a-
eng.htm

E5 Legislation on a Criminal Code, RSC 1985, c C-46, s 318 (1)

website NOTE: The above example uses the Canadian
Guide to Uniform Legal Citation 8th edition (2014)
available in the MRU library
E6 ERIC document with Beswick, D.M., Churpina, L.,& Canipe, J.B.
Document Reproduction (2002). Investigating self-directed learning in culture,
Service number identified learning styles and creativity. Retrieved from ERIC
database. (ED473804)
E7 Report from Euromonitor. (2017). Consumer Lifestyle in
Euromonitor in Passport Canada. Retrieved from Passport GMID database
GMID database

57
E8 Brochure, corporate Family Counseling’s Center. (2003). Dealing
author, publisher is same with a delinquent student [Brochure]. Calgary,
as author Canada: Author
[APA p. 186]
E9 Class handouts or Samuels, M. (2010). Midterm review points.
slides (ppt) on curse Retrieved from Mount Royal University PSYC1105
blackboard site Blackboard website: http:// courseware.
[APA pp.205-206] Mymrc.ca/courses/1/PSYC-2200-
081_Psychology_200301/content/midterm_Review_
Points.doc
NOTE: A handout/ppt posted on Blackboard
may also be cited as personal communication, so
check how your instructor wants it cited.
E10 Lab manual, print Department of biology. (2015, Fall). BIOL
[APA pp. 211-212] 1204 lab manual .Calgary, Canada: Mount Royal
University.
E11 Lab manual, online, Department of Biology. (2017, Fall). Lab I-
for a single lab, posted Phylogenetics. In BIOL 1204 Blackboard
on course Blackboard website:http://courseware.mymru.ca/blackboard/exec
site ute/content/file?cmd=view&content
[APA pp. 204, 211-212]
E12 Nursing Practice, School of Nursing & Midwifery. (2017).
Reference Guide Bachelor of Nursing reference guide. Calgary
[APA pp.249-251] Canada: Mount Royal University
E13 Image on a website Stern:, G. (1949). Dreams no. 1 [Photograph].
[ Electronic Guide p. 27] Retrieved from
www.moma.org/visit/calendar/exhibition/1482
E14 Image on a website, Human digestive System human internal
no photographer, no date organ [photograph]. (n.d.). Retrieved from
but has copyright https://pixabay.com/en/human-digestive-system-
permission 163714/
[Electronic Guide p.27] NOTE: If the image does not have the title,
begin the citation with a description in brackets [] of
the image, e.g., [Illustration of the human body’s
internal organs]
E15 Image from an online Frare, T. (1990). David Kirby on his
article deathbed, Ohio, 1990 [Photograph]. Retrieved
[Electronic Guide p.27] from://time.com/3503000/behind-the-picture-the-
photo-that-changed-the-face-of-aids/
E16 Audio or video Luksic, N.,& Howell, T. (Producers).
podcast (2017,July 10). The open mind; Are unconscious’
[Electronic Guide p. 27] patient more conscious that we think? [Audio
podcast]. Retrieved from
http://www.cbc.ca/radio/ideas/the-open-mind-are-
unconscious-patients-more-conscious-than-we-think-

58
 1.3564615
E17 Blog post Webber, S. (2007, July 11). Srvey of
[Electronic Guide p.2] plagiarism penalties [Blog post]. Retrieved from
Brackets [] used to http://information-literacy.blogspot.com/2007/07/this-
described form of was-published-last-month-tennant-p.html
reference
[APA p.186]
E18 Twitter update or Angelou, M. [DrMayaAngelou]. (2013, June
tweet 9). You can only become truly accomplished at
[APA p.215; Electronic something you love [Tweet]. Retrieved from
Guide p. 33] http://twitter.com/DrMayaAngelou/status/343844424
767389696/
NOTE: Include both the author’s real name
and (screen name). Use the screen name without [] if
no real name is available
E19 YouTube or video SevereAvoidance_(2012, September 25).
weblog, author unknown The Official Grumpy Cat [Video File].. Retrieved from
[APA p. 215;Electronic http://www.youtube.com/watch?v=INscMGmhmX4
Guide p.28] NOTE: Include both the real name and
[screen name] of the person who posted the video as
the author. Use the screen name without [] if no real
name is available
E20 TED Talk, author Anholt, S. (2014, June 23). Which country
known does the most good for thr world? Retrieved from
[APA p.215; Electronic www.ted.com/talks/simon_anholt,which_country_doe
Guide p.28] s_the_most_good_for_the_world
NOTE: the author is the person(s) giving the
TED talk, For the in-text citation when you are
quoting the speech, include the timestamp in place
of a page number, e.g., the policy advisor stated that
“these governments are cultural psychopaths”
(Anholt, 2014, 5:15)
E21 Motion picture with Brant, F. (Producer), & Messina, P. F.
producer and director (Director). (1995). Too smart for strangers [Motion
identified Picture]. Burbank, CA: Wait Disney Home Video.
[APA p.209]

MRU’s Student Learning Services and Library revised this handout for 2017-2018.
Additional APA resources available online at the MRU Library Subject guides and at
www.mtroyal.ca/AcademicSupport/ResourcesService/StudentLearningservices/
Cite_sources

59
Sample Academic Paper

THE MOST EFFECTIVE WAY OF

ADVERTISING AND MANAGING BUSINESS FOR 60

YOUNG
ENTREPRENEURS USING SOCIA MEDIA
Topic Outline

The Most Effective Way of Advertising

and Managing Business for Young Entrepreneurs
Using Social Media

Thesis: Social Media is the most effective way of advertising and managing business for
young entrepreneurs because it requires less effort, captures the attention of many, and
demands less capital.

Introduction

I. Requires less effort

A. Efficiency of method for studying entrepreneurs

1. Less interference of school works

a. Arranged client appointments

61
 b. Productive use of free time

2. Does not require spending time in shops

a. Online transaction

b. Shipment of products

c. Modes of payment

3. Easy monitoring sales

a. Automatic notification of updates

b. Security of online business

c. Customer feedbacks and suggestions

B. Availability of internet access

1. Internet connection in households

2. Free WI-Fi in public establishments

C. Less papers of process

II. Captures the attention of many

A. Wide range connection

B. Trending of products

C. Unlimited creative option

1. Usage of personal websites

a. Usage of programming codes

b. Usage of free online website makers

2. Usage of attractive digital art

a. Photo-editing software

b. Video-editing software

c. Simple or advance animation

III. Demand less capital

A. No physical store needed

62
 1. No worries for good business location

2. Spending nothing for a physical store

a. No maintenance needed

b. No shop decoration needed

B. Requires less assistance

1. Does not need many employees to pay for

2. Can be managed alone

Conclusion:

Sentence Outline

63
64
 The Most Effective Way of Advertising
And Managing Business for Young Entrepreneurs
Using Social Media
Social media has taken a phenomenal transition and has provided a platform for the young people
to express themselves. Apart from providing societies a platform for expression, it is also an open door for
opportunities such as starting a business.
Cannot be ignored and often visited, social media is one perfect avenue to pitch in advertising
campaigns to the emerging markets. As quoted in Journal USA, “The opportunities of the web are brilliant
– an endlessly accessible street with millions of shop window, and countless number of customers” (2012).
Social media is composed of online communication channels that allows user to interact, share and
communicate with communities of similar interests. Incorporated to this are personal networks and
content-sharing networks. Accordingly, asserting social media as a tool for uplifting lives of individuals is
Content
equitable. Social media can also be a very sturdy stepping stone for aspiring, young entrepreneurs who
dream of making it big in the business industry.
Likely, business enthusiasts engage in wireless connection to advertise and manage their products.
It is not adequate to just post photos on the web but also highlight the benefits of the commodity 65 or
service. Compared to traditional advertisements when business people used to spend so much money in
print and television ads or through radio commercials, the use of social media provides a multiplier effect
to the viewers.
Facebook, Twitter, Instagram, and Pinterest – name it! There are bags of widely-used social media
sites all over the web that millions of individuals use daily. This is one proof, although still too broad, that
 researchers’ claim of the potency of using social media in businesses among young entrepreneurs.

First, reason is that using social media for business require less effort. The method of whole process
is very efficient especially for studying entrepreneurs. One, it cannot interfere too much with school works.
Young entrepreneurs Angel Aira Sumanoy (2015) states that having an online business does not affect her
j
academic performance.

In addition, Siliman University College of Business Administration Entrepreneurship Professor

Josefina Alcano (2015) declares:

I even encourage those taking Entrep12 to do business… I don’t think it can affect the
process in studying because you will not have to spend a lot of time advertising the
product. You have your Facebook, you just take a picture to where you will pose. For
example, if you are interested in the breeding of dogs, you just take a picture and post it
online. The next thing you know, many people will comment, asking for the price and all
that.

For instance, one can arrange appointments with a certain client. It is very critical for a young
entrepreneur to attend to a client and through social media: entrepreneurs do not have to travel from one
place to another for them to attend to these said appointments. One can simply use the social media
website to communicate with the said client. Likewise, it cannot take away that much time from hours to
school work.

Another good example is that young entrepreneur doesn’t have to stress too much about 66 schedule
arrangements for one can simply use part of his or her free time productively. In this way, both the
entrepreneur and the client can embrace the benefit of online sales in a cheap and easy manner. If one
entrepreneur doesn’t have anything to do, then what’s better than earning something during leisure hours?
Through the use of social media, one can access the business in a fingertip.
M. Lhuiller with ten to twenty pesos fee for every transaction. Another is “WeePay” where transaction
settlement is done weekly through BancNet, Megalink, BPI, and GCash Online. Another is “7-connect”
where customers go to a 7 Eleven outlet to complete a transaction. Mobile payments though GCash,
Smart Money, and other is also acceptable. Some of local courier service can be used. Some of these
are LBC, 2GO, and Air21 (Total, 2013). With this, a business is more organized and efficient.

Three, sale of a certain business can now be easily monitored. Social media sites notify for
updates and comments from client and with this, an entrepreneur can keep track of the status of
business and sales. Thus, an entrepreneur will be aware whenever a customer is interested with a
product. This person can easily document sales digitally. Since he or she is using technology to monitor
the business, transferring of files and documents will not be a hassle. Another option that offers a
faster way of monitoring business is the use of E-commerce site. Thus these website allows you to
create your online store.it has features that will enable you to keep track of sales more conveniently. A
customer is notified by email or mobile when a new sale come in. with this, one can fulfill one or
multiple orders with just one click, making order management a breeze. Aside from the convenience
that it offers, it also gives an entrepreneurs complete control over the look and feel of the website. One
no longer has to be problematic about forgetting matters like who-bought-what-product because an
individual can always review the notification. 67

Security may also be an issue for customer not to buy from online shops. There are online
business that use credit card for business transaction. According to Rosen, many trusted technologies
are available these days to make online business secure. Creating sites with secure server transaction
can be done to protect the business and clients when having online transaction. Encryption can be used
Said to be some of the most active user in You Tube and Google (Gonzales, 2010)

Parallel to this, Lucas (2012) report that in the Asia-Pacific region, Filipinos are most active in
using the internet for product research and snaring online deals. On a report by Nielsen, 72% of
online customers in the Philippines indicates using the internet for grocery shopping research. Of this
number, 47% did so on a daily basis, comparing favorably against the average 39% in the Asia-Pacific
region. With the internet penetration increasing exponentially in the country, many browse the web
to search for best deals to purchase.

Additionally, most public establishments including universities also provide free WI-FI.
Therefore, business enthusiast can go out and enjoy a cup of coffee and still be able to check on the
updates of the business. The above statement are verification that a big chunk of the country’s
population uses the internet allowing young entrepreneurs to easily target the online sale.

It is also best to be paperless, no more contracts. Unlike having a physical store where it
processes loads of papers, online business requires none. Of course, when an entrepreneur decide to
expand the online business and go a step higher, paper work comes in but still lesser compared to
the traditional ways of agreement.

Second justification is that, social media captures the attention of many. With aphysical
store, the people can buy products are only the ones within the area of the shop, but with the online
business, a bigger world with more people is reached. In the interview with Sumanoy (2015), the
stress that one advantage of using social media is the more customers including abroad can avail the
product.

In line with this, Gonzales (2010) described social media as the best form of advertising, he
details:

It is the proverbial “word of mouth” if you are not on favebook, or your business does not
have a Facebook page, make one. You will be missing out on tye single and most effective
and efficient advertising medium. This is where single people are hooked. These are the
same people that creat fads and trends. No one has the time to woo each other on Fb.

People are up to what is new and be updated with what’s contemporary by checking the
online world. The internet becomes a “headquarters” of product and the outcome will go through a
“trend”. It then provides a multiplier effect since it will be commented and shared online.

Social networking is really effective for online businesses. Emerging media (2006) infers that,
“Innovation in information technologies has thrust in humankind into an era of democratic media in
which almost everyone can have immediate access to news and information (underscoring added). . .
.”

With the technological advancements, unlimited creativity option is offered. The creation of
a personal website using codes will provide viewers and clients to goggle the products. Provided this,
many can customize the site as to its features and appearance. Compared to advertising though
billboards, a website can attract that much attention that customers want to visit the website68for
More than one time. Web savvy is a term used to describe the quality of a website that makes
people return time and time again. One can only ever make the sale if he or she can make people
get to his site (Jardin, 1997, pp. 53-54). This option is most suitable for those who have enough
background in computer programming.

Equally, one can also use free online website makers. There are numerous of these free
website makers that can create interactive and attractive websites. Starting a small business
needs an inexpensive option for building websites. There are free website builders for a small
businesses and these are Google sites, DoodleKit, Wix, Moonfruit, Weebly, Webstarts and
WordPress (McCue, 2010). Unlike the first option, this one does not necessarily require
background in computer programming. This type is very simple and untroublesome to make.

In daily instances, people judge matters firstly by their appearances. Individuals formulate
impressions from what they see. This same principle works in social media and advertising.
Utilizing attractive digital art brings and lures customers to read. Adobe Photoshop, Photoscape
and even applications for smart phones to make alterations and make a certain product more
appealing to other people are the many ways to improve digital imaging. Video-editing software
on the other hand, can also be very helpful if one wishes to upload videos to advertise products.
While animations showcase creativity without spending anything, these applications are very
expressive, attractive, and entertaining as well. In consequence, using these for advertising will be
a hit. Provided with these innovations, it can be made sure that a product will appeal much
sophisticated to the public.

Lastly, social media is an effective means of managing and advertising business for young
entrepreneurs because it demands lees capital. Online business does not need a physical store. By
this, it means that no money will be spent for building a physical shop. Young entrepreneurs are
still newbies in business and need to start with the basics. They are still in the testing stage and a
small online business will be a good start for them.

In the journal Entrepreneurs (2012, p. 19), it argues and proves wrong the common myths
about being a successful entrepreneur. One myth that they tried to argue is that entrepreneurs
need a lot of money to start a business. In the U.S. an entrepreneur can start a business with only
a small amount of money. The cost is much lesser in less progressive country. Creativity can also
be used. There are free Web resources that may be employed to start an inexpensive business at
home.

Building a physical shop is not just expensive but risky. Although to be an entrepreneur
means one has to be a risk taker, it also means that one has to be smart in making decisions.
There are advantages of having a physical store Face-to-face transaction is ideal because of
immediate interaction with buyers but its scope of exposure is limited (Alcano, 2015). Although
having a physical store has advantages the online business provide better options.

69
 In particular, one does not have to worry looking for a good business location where the
products will bargain well to the community. Also, one does not to spend a lot of money to build
the shop. Considering the Philippine financial crisis, the majority knows that cost of constructions
materials is high. Apart from this, one still has to set aside money for its maintenance and in
addition to the expenses are the papers for business permits and licenses.

But with online shops, no money will be spent for all of these. With just a little amount to
buy the goods, only creativity and technique are needed to make the product a hit. Young
entrepreneurs Angels Aira Sumanoy and Nicole Romero (2015) equally agree that they did not have
to spend much to start their online businesses. Miss Romero further adds that she applied as a
reseller from a supplier thus, cutting off the capital she needed. “. . . Unlike running a business to
which you open a boutique or a shoe store wherein you still have to have a good business location
and you pace people there to tend your store, you don’t have to spend much time. It is cost-
efficient” (Alcano, 2015).

Moreover, having a physical store will allow merchants to make their shops attractive
adding more financial capital. With online business on the run, everything is digital. Entrepreneurs
don’t have to print fancy tarpaulins and signage for their business, they can create their own art
and post it with just a few clicks; fast and easy. Not only is it cost-efficient but also more effective
and wider in scope. “. . . With the right social media strategy, you can reach more current and
potential customers for less-perfect for those small businesses on a budget”(Fishaw,2014).

Likewise, rational social networking strategy and not lavish capital is still the essential
component for online business success. Tobin (2012) shares tips for networking success. He states
that the first tip for social networking success is to start with Facebook, Twitter, and LinkedIn as
primary channel. Second is to identify the audience. If one wants to talk to consumer, choose
platforms that consumers prefer to use like MySpace and Facebook. Next tip is to think before the
business [person speaks.one has to be careful of his or her language and make sure not to sound
braggy. Fourth tip is to start listening to what people era saying about the business. Monitor on
how people are discussing about the business across the web. Fifth step is to connect. This means
sharing thoughts and engaging in dialogue with others. Last tip is to provide valuable content
because people want to read, view and watch interesting stuff. The more valuable, interactive and
exciting the content, the more likely it is for people to share.

At this angle, social media will cut the cost in starting a business since it requires less
assistance. To begin with, one no longer has to hide and pay too many employees. There is no need
to hire a cashier to watch the counter, a maintenance person to keep the shop in order, and a
security guard to ensure the shop’s safety.

As matter of fact, online business can also be self-run. With good time management and
effort, one can manage a small business alone. An entrepreneur can advertise and develop online
business with the use of social media in any way that the merchant like. And because of that, the
business person no longer has to pay much on people to do all the work.

In starting a business, there is no assurance that it will lead to good outcome. Even old-
timers fail and go bunk. It’s better to play safe as a newbie and be a risk taker when one
70
grows enough knowledge about it.

Learning entrepreneurship skills has a lot of advantages, especially if one stars in an

early age. It teaches an entrepreneur some sense of responsibility, lets him or her acquire skills
when it comes to decision-making and trains him or her on how to become a well-rounded
leader. Age doesn’t matter – even in business (Pierce, 2014).

The efficiency and endless possibilities of using social media in the advertisement and
management of young entrepreneur’s online business is undeniably alluring. The social media
community is growing vastly day-by-day, which makes an entrepreneur’s chances propagate
enormously. Harrah specifically highlights a point from charters that a handful of businesses is
just starting grab social media and place it to their advantage. Not only is it free marketing but it
is also a very effective way in reaching out to masses of people by simply with a touch of button.
Now growing a business is faster and more efficient, thanks to technology (Harrah, 2014).

Up until now, technology keeps on proving its advantages to the public and it possibly
will show more on one generation after another. Thus, social media is the most effective means
of managing and advertising business for young entrepreneur because it requires less effort,
captures the attention of many and demands less capital.

As a conclusion, the researchers affirm that social media is the most effective means of
advertising business compared to the traditional means like the aid of television, radio,
newspapers and billboards. A reason for this is the wide-range connection and the endless
possibilities offered by social media. In line with this, the accessibility of the traditional means of
advertising is more narrowed and limited compared to the innovative features offered by social
media. Additionally, social media is also the most effective means of managing business given its
efficiency, convenience and low cost. Young entrepreneurs should then keep themselves abreast
with new technology. Given this new method, their involvement to entrepreneurship activities is
made easy. The youth of today should grab the opportunity that lies in front of them because
can we really resist new technology?

71
REFERENCES

Abrams, R. Successful Business Plan: Secrets and Strategies. Redwood, CA: Planning Shop,
2010.

Adler, R., Elmhorst, J.M., & Lucas. Communicating at Work: Strategies for Success in Business
and the Professions. NY: McGraw Hill, 2012.

Anderson, K. & Tompkins, P. Practicing Communication Ethics: Development, Discernment,

Discernment and Decision-making. Routledge, 2015. and New York: Palgrave McMIllan, 2005.

Axelrod R. & Cooper, C. The St. Martin’s Guide to Writing. 10th ed. Bedforth St. Martin’s, 2013.

Biber, D. & Conrad S. Register, Genre, and Style. Cambridge: Cambridge University Press, 2009.

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