Eng Chapter 1 To 10

MODULE PURPOSIVE COMMUNICATION
CHAPTER 1: BASIC CONCEPTS IN COMMUNICATION:
BACKGROUND AND RATIONALE
Objectives:
At the end of the lesson, the students will be able to:
a.) compare Purposive Communication from Oral Communication
b.) describe the meaning, nature, and importance of communication;
c.) demonstrate the elements and processes of communication;
d.) describe the principle and ethics of communication.
PURPOSIVE COMMUNICATION: BACKROUND AND RATIONALE
Purposive communication is about writing, speaking, and presenting to different

audience for various purposes. (CMO No. 20, S. 2013).
THE FIVE SKILLS OF COMMUNICATION

SPEAKING
LISTENING
VIEWING
READING WRITING
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They are studied and stimulated

in advanced academic settings,
conversing intelligently on a
subject import, reporting on group
work and assignments, writing
and delivering a formal speech,
writing minutes of meetings and
similar documents, preparing a
research or technical paper, and making an audio-visual or web-based presentation.
The criteria of effective communication are discussed and used as the basis of peer
communication techniques used by public officials, educators, industry leaders,
churches, institutions of learning, private individuals and others. The purpose of these
combined activities is to enable students to practice strategies of communication with
clear purpose and audience in mind, guided by the criteria of effective communication
and the appropriate language.
The CHED Memorandum also mandates that at the end of the course, students
should be able to:
 listen, comprehend, critique, and respond fully-well to live or recorded

conversations;
 speak in public with confidence;
 explain extended text using concrete examples;
 write text from a simple report to a technical or research papers;
 prepare audio-visual or web-based presentation.
The knowledge, skills, values, and insights that students gain from this course
may be sued in their academic endeavors.
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MEANING OF
COMMUNICATION
Here are the expanded meanings of communication due to the growing industry today:
1. Communication is a process of transmitting or conveying information to others.
2. Communication is a system (as telephones, computers, and other digital gadgets) for
transmitting or exchanging information.
3. Communication is the act or process of using work, sources, signs, or behaviors to

express information and ideas, thoughts, feelings etc. to someone else.
4. Communication is a message that is given to someone such as letter, telephone call,

etc.
5. Communication is a way of sending information to people by using technology (radio,

wireless, or electronic communication, etc.)
SOME WRITERS DEFINED COMMUNICATION THIS WAY:
1. Koontz and O’Donnel- Communication is an intercourse by words, letters, symbols

or messages, and is a way that one organization member shares meaning and
understanding with another.
2. Newman and Summer- Communication is an exchange of facts, ideas, opinions, or

emotions by two or more persons.
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3. Allen Luis A.- Communication is a sum of all the things a person does when he wants
to create understanding in the minds of the other. It involves a systematic and
continuous process of telling and understanding.
NATURE OF COMMUNICATION
- Every communication or business concern has specified objectives. And to

achieve these objectives there must be co-ordination and it will be possible by
using communication.
IMPORTANCE OF COMMUNICATION
- Communication is essential in different level of organization –educational,

business, political, and social.
- The success of a manager or leader in performing his duties is through good
communication.
- Communication has become one of the most important aspect of management.
1. Helps in achieving co-ordination
- Co-ordination can only be achievable by the means of communication.

- Sharing knowledge and information is possible by the use of co-ordination
through communication.
2. Helps in smooth working
- Communication helps in the smooth running of an enterprise or business.

- When communication stops, organized action comes to an end.
- G.R. Terry says, “Communication serves as a lubricant fostering the smooth
operations of the management.
-
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3. Increased managerial efficiency
- Managers spent their 75% of their time in communication.

- Communication helps the manager in performing his duties efficiently.
4. Helps in decision-making
- Effective implementation and decision-making by the management can be

achieved by the use of communication.
- Decisions are passed on through communication to those who are involved in
executing them.
5. Helps in maintaining industrial peace
- Lack of communication or improper communication may result in industrial

disputes between management and workers.
6. Helps in recruitment process
- Recruitment needs communication.

- The recruits are told by about the company organization structure, its policies
and practices.
7. Helps employees to perform effectively
- It is needed to enable the employees perform their functions effectively.

- Employees are required to know their job relationship and importance to the
overall operation.
8. Helps to acquaint subordinates with their evaluation
- Communication is needed to acquaint the subordinates with the evaluation of

their contribution to company activity.
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9. Helps in teaching employees about personal safety
- Communication is needed to teach employees about their personal safety on the

job.
10. Helps in projecting the image of the company
11. Helps managers in performing his functions
- Communication helps the manager in performing his managerial functions such

as planning, organizing, staffing, directing, and controlling.
Effective communication is important in executing a planned program and also in

controlling the activities with the help of feedback information.
For more knowledge about Management Communication please check the link provided:
http://ebrary.net/7796/management/communication
VERBAL COMMUNICATION
It is important in many ways:
1. Keeping each other informed
2. Asking for help and support
3. Making friends
4. Expressing ourselves effectively
5. Sharing emotions
6. Clarify values
7. Reinforce culture
8. Needed in crucial conversation
9. Shapes the attitude towards others and ourselves
10. Influences our credibility
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11. Describe ideas, makes requests, and solves problems

12. Establishes relationship and responsibility toward
others.
NON-VERBAL COMMUNICATION
It is important in many ways:
1. It compliments or adds verbal sound.
2. It shows and regulates the flow of interaction.
3. It can contradict verbal meaning by displaying opposite behavior.
4. It can create and control others’ perception about you.
EXAMPLES OF VERBAL COMMUNICATION

1. Chatting – getting to know each other, begins with a smile
2. Telephone conversation- when you are late and you want to inform your boss
3. Face-to-face conversation- you want to vent out your sentiments so, you called the
presence of your friends.
4. Lecturing- mass gathering, classroom discussion
5. Singing- opera singer sings classics aria telling the listeners about the beauty of her
voice and vocal range.
6. Classroom discussion
7. Calling the customer service for assistance
8. Meeting- corporate gatherings
9. Calling attention- robbery, witness an incident
10. Reciting- two married couple recites their vows
CLASSIFICATION OF VERBAL COMMUNICATION

- Verbal communication- includes oral (spoken) written communication.
- Oral Communication consists of all spoken exchanges.
- Verbal feedback- question and comments
 Casual conversation
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 Political debates
 Voicemail is an oral communication as well as conference calls and speeches.
 Written communications are printed messages.
TYPES OF VERBAL COMMUNICATION

1. Emotive communication- It is the deliberate choice of words to elicit emotion to
others.
E.g. A beauty queen was raped
A congressman was stabbed twenty times in cold blood.
2. Evasive communication – is a language that is used to avoid situation.
3. Jargon communication –is a language used by personnel in a particular field.
4. Argot communication- is language used by various groups
E.g. Schoolmates
Prisoners
Bystanders
5. Abstract communication –is a language used to discuss ideas.
6. Overly abstract communication –leaves too much room for interpretation and hide
details from others.
NON-VERBAL COMMUNICATION
 It is the second type of communication.
 Here are the definitions of non-verbal
communication coming from the different
writers:
 McDermott (2008) –Non-verbal communication refers to a wide
array of behaviors by which we communicate message without the
use of voice.
 Lord. Et al. (2012) –Non-verbal communication is when information
is transferred from sender to receiver without the use of words.
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 Others define non-verbal communication as the process of exchanging

information with the use of signs or behaviors to express ideas, thoughts, and
feelings to someone else.
FIVE NON-VERBAL BEHAVIORS/ELEMENTS OF NON-VERBAL COMMUNICATION
1. Vocalics/Paralanguage –refers to the use of

volume, tone, pitch, and rate of speaking to give
additional meaning or emphasis to what is spoken.
2. Proxemics –refers to the use of space to convey

an idea or image.
3. Chronemics –is an attitude of time which discloses

information with others about status and relationship
with others.
4. Artifacts- refer to the things a person owns, use, wear,

and even discard convey message about such person.
5. Movement –is your posture, gesture, facial expression,

body language and everything you do are perhaps the most
obvious in communicating messages.
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FUNCTIONS OF NON-VERBAL COMMUNICATION

1. Substituting functions- The word is replaced by an action.
2. Reinforcing functions- It complements or adds to verbal sounds.
3. Regulating functions- It shows interest or regulates the flow of the interaction.
4. Contradicting functions- It has no change to contradict a verbal message.
IMPORTANCE OF NON-VERBAL COMMUNICATION

Paul Eckman and Wallace Fresin (1969) identified six importance of non-verbal
communication. These are the following:
1. We can use non-verbal signals to emphasize our words.
2. Our non-verbal behavior can repeat what we say.
3. Non-verbal signals can substitute for words.
4. We can use non-verbal signals to regulate speech.
5. Non-verbal messages sometimes contradict what we say.
6. We can use non-verbal signals to complement the
verbal content of our message.
THE SENDER
- Communicator or source
- Have the information, the command, the request,
and the idea.
THE RECEIVER
- Interpreter
- Receive the information and decode or interpret the
information.
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THE MESSAGE
- Content of the information
- Relayed between the parties
- Put all the three, the sender, the receiver, and the
message, then you have the most basic communication
process.
THE MEDIUM
- Also called “The Channel”
- The means by which a message is transmitted.
FEEDBACK
- The determiner if the message has been successfully
transmitted, received, and understood.
OTHER FACTORS
- Noise –This can be a sort of interference that affects
the message being sent, received, and understood.
- Context –This is the setting and situation in which
communication takes place. This can be an impact on the successful exchange
of information.
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PRINCIPLES OF COMMUNICATION
 Here are the ten principles according to David Crossman (2017):

Principle No. 1- Character is a differentiator
Principle No. 2 – No one leadership style is preferred
Principle No. 3 –There is a greater need to imagine and advance a vision
Principle No. 4 –People really are the greatest asset.
Principle No. 5 –Everyone is leader
Principle No. 6 –There’s a greater focus on self
Principle No.7 –Change is the norm
Principle No. 8 –Employees everywhere have the same fundamental communication
needs.
Principle No. 9 –More and better listening, individually end systematically
Principle No. 10 –The communication system is better honed to manage overload and
inefficiencies
 Here are the seven C’s of Communication according to Herbert Hildebrandt

and Jane Thomas:
1. Completeness
 Answer all the questions asked
 Give something extra, when desirable
 Check for the five W’s and any other essentials
2. Conciseness
 Eliminate wordy expressions
 Include only relevant statements
 Avoid unnecessary repetition
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 Check the flow of your information

3. Consideration
 Focus on “you” instead of “I” and “we”
 Show reader benefit or interest in reader perspective.
 Emphasize positive, pleasant facts
 Apply integrity and ethic.
4. Correctness
 Use specific facts and figures
 Put action in your words
 Choose vivid, image-building words
5. Clarity
 Choose short, familiar, conversational words.
 Construct effective sentences and paragraphs.
 Achieve appropriate readability (and listening-ability)
 Include examples, illustrations, and other visuals aids
6. Correctness
 Use the right level of language
 Include only accurate facts, words, and figures
 Maintain acceptable writing mechanics
 Choose non-discriminatory expressions
 Apply all other pertinent C qualities
7. Courtesy
 Be sincerely tactful, thoughtful, and appreciative
 Omit expressions that irritate, hurt, or belittle.
 Grant and apologize good-naturedly
ETHICS IN COMMUNICATION
Ethics in communication is the notion that an individual’s
group or group’s behavior are governed by their morals which in
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turn affects communication. Speaking communication ethics deals with the moral good
present in any form of human communication. This includes the following:
 Interpersonal Communication
 Mass Mediated Communication
 Digital Communication
TEN BASICS ETHICAL COMMUNICATION

Jone Johnson Lewis (2015) listed ten basic ethics in communication. These are the
following:
1. Seek to “elicit the best” in communications and interactions with other group
members.
2. Listen when others speak.
3. Speak non-judgmentally.
4. Speak from your own experience and perspective, expressing your own thoughts,
needs, and feelings.
5. Seek to understand others (rather than to be “right” or “more ethical than thou”)
6. Avoid speaking for others, for example by characterizing what others have said
without checking your understanding, or by universalizing your opinions, beliefs, values,
and conclusions, assuming everyone shares them.
7. Manage your own personal boundaries: share only what you are comfortable sharing.
8. Respect the personal boundaries of others.
9. Avoid interruptions and side conversations
10. Make sure that everyone has time to speak, that all members have relatively equal
“air time” if they want.
KEY PRINCIPLES OF ETHICAL COMMUNICATION

Andrew Button (2017) said that communication is ethical when it is up front, honest, and
cooperative. Communication that is intended to conceal the truth or harm other person
cannot be described as ethical.
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The four key principles of ethical communication are the following:
1. Honesty
 Ethical communication is honest.
 It means volunteering and being open to
whatever information you have.
2. Openness to other views

 It is one of the key pillars of ethical
communication.
 Openness means being open to
diverse ideas and options.
3. Commitment
 It means allocating the necessary time and
resources.
 Communication needs to be thorough.
4. Consensus Building
 Communication is goal-oriented
 People are seeking to build consensus and
focus in doing what they can for the
company.
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CHAPTER 2: COMMUNICATION AND GLOBALIZATION
Objectives:
a.) identify the impact of technology to the development of
communication;
b.) explain how cultural and global issues affect communication;
c.) acknowledge the impact of communication to the society and the
world.
CULTURAL ISSUES AFFECTING COMMUNICATION
In this age of
globalization,
workplaces are
increasingly
integrated. This
makes
communication
and cross-cultural
understanding
more crucial for
everyone, including executives,
business leaders, workplace
managers, and employees.
FACTORS AFFECTING THE FIELD OF COMMUNICATION
1. Cultural identity 5. Individual personalities
2. Racial identity 6. Social change
3. Ethnic identity 7. Age identity
4. Gender roles 8. Role identity
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CULTURAL IDENTITY
- Culture can be as values, attitudes, and ways of doing

things that a person brings with him from the particular
place where he was brought up as a child.
- Values and attitude have an impact on communication
across culture because each person’s norms can be
different from other people.
RACIAL IDENTITY
- It refers to how one’s

membership to a particular
race affects how one interacts
with co-workers of different
races.
ETHNIC IDENTITY
- Highlights the role ethnicity plays in

how two co-workers from different
cultures interact with one another.
GENDER ROLES
- This means that communication

between members of different
culture is affected by how different
societies view the roles of men and
women.
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INDIVIDUAL IDENTITY
- This impacts cross-cultural

communication. This is how a
person communicates with other
culture, depending on his own
unique personality traits and how
he esteems himself.
SOCIAL CLASS
- It is the sixth factor which influences

intercultural communication.
- It refers to the level of society that
person was born into or references
when determining who she wants to
be and how she will act accordingly.
AGE IDENTITY
- It refers to how members of

different age groups interact with
one another.
- This might be taught of in terms
of the “generation gap”.
THE ROLES IDENTITY
- It refers to the different roles a

person plays in his or her life
including their roles as a husband
or wife, father, mother or child,
employer or employee, and so
forth.
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CULTURAL BARRIERS TO EFFECTIVE

COMMUNICATION
Effective communication with people of

different culture is especially challenging. Culture
provides people with ways of thinking-ways of
seeing, hearing, and interpreting the world.
Stella Ting-Toomey describes three ways

in which culture interferes with effective cross-
cultural understanding.
- COGNITIVE CONSTRAINTS –these are the frames of reference or world

views that provide a backdrop that all new information is compared to or
inserted into.
- BEHAVIOR CONSTRAINTS –each culture has its own rules about proper
behavior which affect verbal and non-verbal communication.
- EMOTIONAL CONSTRAINTS –different culture regulate the display of
emotion differently. Some culture gets very emotional when they are debating
issue.
GLOBAL ISSUES AFFECTING COMMUNICATION
Catherine Skrzypinski (2012) enumerates and discusses four global issues that
may affect communication.
- 1. The Issue of Face to Face Communication –“it is the method that human
have been using for the long time”. Human convey so much in closer
communication –a raised eyebrow, a wry smile, a flash of sorrow, and a look
of confusion.
 Nothing replaces face-face communication and nothing
compares to it.
- 2. The Issue on Social Network –Towers Watson and Company (2011)
found in their studies that more companies worldwide are embracing social
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networking sites like Facebook, Twitter, and LinkedIn, to facilitate employee

communication better.
- According to the study:
 Almost two-thirds of survey respondents are more
knowledgeable about using social media tools than they were in
2010.
 Around 69 percent of respondents said they plan to increase
their use of social media –including leadership journals and
blogs.
- 3. The Issue on Culturally Competent Workers –although rapid changes in
technology are impacting global communication, employee must be aware of
linguistic, cultural, religious, social differences to build strong, communication
channels with colleagues and business contacts.
IMPACT OF COMMUNICATION ON
SOCIETY
- Communication as well as
technology have impacts on
society,
- Communication is used for a
number of purposes.
- Both society and organizations
depend on communication to
transfer information.
- Electronic like radios, televisions, internet, and social media have improved
the way we exchange ideas which can develop our societies.
- Technologies have improved education and learning and learning process.
IMPACT OF COMMUNICATION TO THE WORLD
- CHAD LEWIS (2017) pointed out that

communication has an impact on global
lives.
- Communication is now possible with the
help of wireless technology.
- Wireless technology is the fastest and best
form of technology that we could ever ask for.
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The wireless communication and technology have changed the world in the following
ways:
1. Impact on Healthcare
- The medical assistance related

to information and treatments is
easier to distribute in remote
rural areas, where earlier there
was no communication possible
at all.
2. Impact on Aids of Catastrophic Events
- If there is an earthquake somewhere

in Japan or in the farthest part of the
Philippines, we get to know it within
almost a few minutes. This has
happened only because of the
wireless communication, which
enables us even to view the
catastrophic event.
3. Impact on News Reporting
- No matter where in the world an event

is happening, reporters can report it
and send it to their offices with the
help of wireless technology.
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CHAPTER 3: COMMUNICATION IN MULTICULTURAL SETTING
Objectives:
a.) explain the effect of culture in communication;
b.) recognize the impact of culture in communication especially in
English;
c.) shoot a vlog showing concern about communication barriers.
LOCAL COMMUNICATION IN MULTICULTURAL SETTINGS
Chad Lewis, in his Successful Communication in Multi-cultural Environments,

orchestrates how the non-verbal
expressions matter to the
successful
communication under the
diverse cultural settings.
Another challenge
of the communication in a
diverse setting lies in the
fact that the secondary
channel to convey an
expression maybe
interpreted just opposite
to people with other
cultural identity.
KINESICS
- It refers to the usage of body

language, gestures; eye-contact etc.
can be another issue to pose
challenges in a diverse culture.
 Eye contact can be
interpreted differently either paying attention or being aggressive.
 Head wobbling being used in India to answer a question but can
be misinterpret by other group of people.
ICCT Colleges Foundation Inc.

V.V. Soliven Avenue II, Cainta Rizal Page 1
INTONATION
- Conveying a non-verbal
message can be another
communication challenge for a
diverse group as the meaning
associated with it is not
universal.
COMMUNICATION TIPS by: Robert Rosen
1. Simplify your sentence
2. Never shout to understand
3. Define the meaning of technical words and acronym
4. Be patient and try to follow team members‟ ideas and logic
5. Ask people to repeat once, maybe twice if you don‟t understand
6. Remain cool and compose
7. Clarify the meaning of what others want to sat before giving yours.
8. Clarify with the person or with someone who has experience in dealing with similar
cultural group.
9. Adapt your space requirements to those of your counterparts whenever possible.
10. Communicate important messages via several different media to ensure that they
are received.
COMMUNICATION TIPS FOR

LOCAL/NATIVE SPEAKERS
1. Avoid “isn‟t it” questions. Because this way

of formulating questions does not exist in many
other languages, it can be confusing for non-
native English speakers.

2. Ask the person if he/she wants help with finding words that might convey their
meaning.
3. If you do not understand a word, ask the person to spell it, write it down, use a
synonym or say the word in his/her native language or have someone else translate if
possible.
4. Try to involve non-native English speakers in discussion.
5. If you receive a voice mail message and you do not understand, ask another person
with the same linguistic background to listen to it.
6. In continuous meetings, provide some break time for the non-native speakers to think
and for some follow ups.
7. Avoid scheduling presentations by non-native English speakers at the end of the day.
8. Consider providing ESL courses to the non-native English speakers on your staff or
team.
9. Offer to proofread non-native English speakers‟ documents or presentations.
10. Slow down your delivery and clearly articulate each word. Avoid contractions such
as “gonna” and “wanna”.
11. In face-to-face meetings, face the people to whom you speak.
COMMUNICATION TIPS FOR NON-NATIVE ENGLISH SPEAKER
1. If you do not mind people

suggesting words so that you can
communicate quickly, say so.
2. Try to participate in discussion,

especially brainstorming sessions,
even if you feel uncomfortable.
3. If your organization offers ESL

courses, take them, even if your
English is already functional.
4. Keep a dictionary handy and make

sure the words you use mean what you
think they mean.
5. Ask native English speaker for help with your documents, presentations, and even
sensitive e-mails or phone calls.
6. Before calling someone, think of what you want to say and look up any words that
you are unsure of.
7. Make sure you know and use appropriately the technical words that people in your
field use.
8. Do not attempt to use slang and idiomatic expressions until you are quite comfortable
with the language.
GLOBAL COMMUNICATION IN MULTICULTURAL SETTING
The homogenous team is a thing of the past in most

international organization and companies. Some
would argue that the „international language of
business‟ negates any real communication issues
within such a cross-cultural team. When people of
different cultural backgrounds come together in any
setting there will always be issues in terms of
interaction. Cross-cultural issues will not always be a
hindrance in fact they can be a force for positive
creativity.
1. LANGUAGE ISSUE
- Although English is the

language in use in
every office it doesn‟t
mean everyone is
totally confident in its
use.
- Also bear in mind they may not appreciate the language to the same degree as
a native speaker.

ISSUES RESULTING FROM THIS INCLUDE:

 Non-native English speakers may be more reluctant to express
themselves freely.
 Non-native speakers may not always be able to express
themselves in the manner they intended.
 Some cultures rely heavily on the use of body language and
gestures.
2. CONFLICT RESOLUTION ISSUE
- Different cultures approach conflict and

disagreement in sometimes very contrasting
ways.
- Some cultures accept that conflict occurs in
the natural order of things and when it does.
- Other cultures are uncomfortable with open
disagreement and will do their best to avoid
it order to save face and not put people in
uncomfortable positions.
- It is important for a team to define the way it
wishes to handle conflict and disagreement.
- People from cultures where harmony is
more important will still do not be totally comfortable dealing with conflict and
confrontation.
3. GENDER ISSUE
- Every culture or society has its own understanding of

gender relations and acts according to them.
- What is acceptable in one culture may offend in the
other.
- The men and women in a team interact, the way
authority is allocated, assumed or perceived, and the
roles and responsibilities are distributed can all be
impacted by different viewpoints on gender.

4. DECISION MAKING ISSUE
- Different cultures have

different ways of making and
expecting decisions to be
made.
- Some expect that consensus
is the only way to go.
- Others believe that the
majority rules and debate is
waste of time. Then here are others who believe that decisions are made by the
leader or most senior person and not the team.
VARIETIES IN SPOKEN LANGUAGE
- Spoken language is a language

provided by articulate sounds, as
opposed to a written language.
- Many languages have no written
form and so are only.
-
DIFFERENT LEVELS OF
VARIETIES IN SPOKEN LANGUAGE
 PROFESSIONAL SPOKEN LANGUAGE –used by professionals

from specific industries
 LITERARY SPOKEN LANGUAGE –this is the language used in
magazines and newspaper. The stress is more on communicating
with large crowd.
 CONVERSATIONAL SPOKEN ENGLISH –this English is the most
widely used in daily conversation, where rules of grammar are more
related, stress is more on just getting the message across .
Sentences might be dropped half-way on realizing that the listener
has gotten the message.
 SLANG, ETHNIC, and VULGAR LANGUAGE –every language
comes with a set of words that have multiple meanings, and
depending upon the situation you use them, multiple interpretations
as well. These words are called slangs, and are native to a
particular region.
THE VARIETIES OF WRITTEN LANGUAGE
- The written language is more carefully

organize, more self-explanatory, and the
choice of word is more deliberate.
- The written language is only secondary.
- The written language is mostly maintained in
the form of a monologue.
- The written language is able to live forever
with the idea it expresses.
- The written language can be detailed and
objectively looked at.
- The writer has an opportunity to correct and improve what has been put on
paper.
USING APPROPRIATE TERMS, EXPRESSIONS, IMAGES, AND OTHERS
- Languages, expressions, terms, and word meanings differ according to cultural

settings.
THE APPROPRIATE TERMS AND EXPRESSION
1. Slow down when you speak.
2. Speak clearly and concisely.
3. Keep it simple.
4. Maintain respect and courtesy for people who come from different cultures.
5. Smile and be open.
6. Avoid slang.
7. Shun/avoid humor.
8. Adopt formal communication approach.
9. Stay away from using negative questions or answers.
10. Ask for feedback.
11. Summarize what you have said.

CHAPTER 4: TYPES OF TEXT REFLECTING DIFFERENT CULTURES
Objectives:
a.) identify the different types of text;
b.) evaluate multimodal texts critically to enhance receptive skills;
d.) adopt awareness of audience and context in presenting ideas.
TYPES OF TEXT
A text is not only limited to something

written down. A text can be a film, an
artifact, anything in a language and
culture that conveys meaning.
CATEGORIES OF TEXT
1. CREATED TEXTS –texts authored by

non-native speakers for non-native
speakers to achieve pre-determined curricular goals.
2. SEMI-AUTHENTIC TEXTS –texts created by native and/or non-native speaker,

based on original language materials, but adapted to fit curricular needs.
3. AUTHENTIC TEXTS –texts created by native speakers for consumption in a native

environment.
4. MULTI-MODAL TEXTS –texts that combine two or more semiotic system.
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THE SEMIOTIC SYSTEMS OF MULTI-MODAL TEXT
A text may be called as multi-modal when it combines two

or more semiotic systems.
1. LINGUISTIC –comprising aspects such as vocabulary,

generic structure and the grammar of oral and written
language.
2. VISUAL –comprising aspects such as color,

vectors, and viewpoint is still and moving images.
3. AUDIO –comprising aspects such as volume, pitch, and

rhythm of music and sound effects.
4. GESTURAL –comprising aspects such as movement,

speed, and stillness in facial expression ad body
language.
5. SPATIAL –comprising aspects such as proximity,

direction, position, of layout and organization of objects in
space.
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TEXT FOR DIFFERENT TARGET AUDIENCE
A target audience is the person or group of people or a piece of writing that is

intended to reach. It is important for a writer to know who will be reading his or her
writing.
This audience is the person or group of people the writer is aiming for or trying to
reach.
1. PINPOINT WHAT IS SPECIAL ABOUT YOUR BOOK
- What is your book all about?

- What makes your book different from the other books
2. DETERMINE SOME DEMOGRAPHICS
- Demographic means changes that occur
3. FEED THE PREVIOUS FOUR TIPS INTO EACH OTHER TO GAIN EVEN MORE
INSIGHT AND NARROW DOWN WHO
YOUR TARGET AUDIENCE/S IS/ARE.
HOW TO USE YOUR TARGET

AUDIENCE
1. IDENTIFY WHERE YOUR TARGET

AUDIENCE HANGS OUT, THEN BE THERE
- Look at the users of certain social media sites,

the readership of publications in which you
advertise blogs on which you guest post, etc.
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2. CONCENTRATE ON THE BUYERS.
- Anyone who shares your work is great help to you.
3. WORK CONNECTIONS YOU HAVE FOUND TO POPULAR BOOKS IN THE SAME

VEIN AS YOURSV BY APPEALING TO THOSE BOOKS’ READERS
- Integrate the things you think good while reading popular books. It will help
making your craft better.
4. HONE IN ON YOUR TARGET AUDIENCE WHEN YOU DECIDE ON BRANDING

SUCH AS COVER DESIGN.
- Your target audience should be the heart of you story next to the story you have.
WAYS IN PRESENTING THE TEXT
Most presenters simply slap some text into their slides without thinking much
about it.
According to Adam Noar (2017), don’t

make this mistake. He further stated that you
must follow the five practical methods to
improve the way you overlay text into your
presentation.
METHOD 1: APPLY TEXT DIRECTLY
The first and easiest way is to put text

directly on an image. Just be sure to have a clean
and simple image (with ample whitespace) that
makes text appear legible. If the image has a lot of
“noise” it will make your text difficult to see.
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METHOD 2: TEXT-IN-A-BOX
This method is very simple. All you have to do is add a transparent shape and
add some white text. If the overlay is opaque enough, you can have just about any
image underneath and the text will still be eligible.
METHOD 3: OVERLAY THE WHOLE IMAGE
Another method is to create an overlay over the

entire background image by using a simple PowerPoint
shape. To create an overlay, simply add a transparent
and translucent shape on top of the background image.
Overlays help to add a subtle trace of color to objects on
a slide. A black or dark overlay using translucent black
shape is recommended when the original image is too
bright or has too much contrast for the text to be eligible.
While a black overlay is simplest and most versatile, you can always use a color overlay
as well.
METHOD 4: BLUR THE IMAGE
A simple way for making overlaid text

legible is to blur all or part of the background
image. Blurring your image will help your text
appear legible.
METHOD 5: FLOOR FADE
The floor fade is when you add a

gradient over an image that subtly fades
towards black at the bottom. Make sure to play
attention to the direction of the fade in order to
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achieve your desired effect. This effect will make your image look the most natural to
the eye since the image is slightly darker at the bottom and the light is coming from the
top.
TEN CLEVER TRICKS FOR ADDING TEXT TO

IMAGES (BY: ADAM NAOR)
When you are creating a PowerPoint

presentation and want it look as snazzy as possible,
there is a lot you can do to make your slides shine with
the brightness and glory of thousand suns.
You can also add beautiful background

textures, have complimentary fonts or just buy a
ready-made template.
linkedin.com
1. ADD SOME PERSPECTIVE
- Sometimes it can be a good idea to play

around with the perspective in your slide –
keeping your text front and center in the
foreground all the time can get a bit stale.
- A great way to change up the monotony is
to set the text so that it appears to be
receding backwards into the image.
2. MAKE THE TEXT PART OF THE SCENE
- This perfect example of integrating your display

text into the scene of the image you are using.
- The display text is manipulated to conform to the
contours of the mountain that is the focal point of the image, creating a clear tie-
in between the image itself and the idea being expressed.
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3. ADD ICONS FOR EMPHASIS
- Sometimes the best way to get your point

across is to add simple, preferably flat
designed icons to your presentation slides.
- It goes without saying that if you do use an
icon or vector, make sure that it compliments
your image.
4. GO BIG
- Size matters when it comes to the size of your

display text,
- Sometimes you do not have to do anything
else to an image to make it stand out other
than smack some size 225 font text on that
puppy and let it do all the taking.
5. COMBINE 2-3 DIFFERENT FONT SIZES
- To create eye-catching visuals with your display

text, mix up the size of your text.
- This technique looks great and is quite effective
at drawing your attention to the bigger, more
significant keywords in the text.
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6. BE BOLD WITH KEYWORDS
- It is very important to be concise with

the text you use on presentation slide.
- You create display text for a slide.
- It should already be pared down to the
essentials.
7. PLAY WITH THE ORIENTATION
- The orientation, or angle at which you

present your text, is another variable at
your control when you are designing
effective display text for your
presentation slides.
8. ADD SHAPES FOR EMPHASIS
- This is very applicable especially if you are

using a bright, catchy image background.
- Making your font really big is one solution.
9. STACK YOUR TEXT INTO AN INVISIBLE SHAPE
- Grouping the display text into an invisible shape in contrast to whatever in in the
image background.
10. COMBINE LIGHT AND BOLD FONTS TOGETHER FOR IMPACT
11. COMBINE LIGHT AND BOLD FONTS TO HIGHLIGHT IDEAS
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MESSAGE OF THE TEXT
BASIC TEXT MESSAGING
- You can send a text message to any

modern cellphone even if you use a
different wireless provider.
- Each text message is limited to 160
characters, including spaces.
- Check your cell phone plan to see how
much text messaging or texting costs
PRESENTING THE PURPOSE, TONE, AUDIENCE, AND CONTENT OF THE TEXT
- Even if you are reading a thrilling novel or an interesting news article, you will
likely lose interest in what the author has to say very quickly.
- Paragraphs separate ideas into logical, manageable chunks,
- One paragraph focuses only one main idea and presents coherent sentences.
THREE ELEMENTS THAT SHAPE THE CONTENT OF EACH PARAGRAPH:
1. PURPOSE –the reason the writer

composes the paragraph.
2. TONE –the attitude the writer conveys

about the paragraph.
3. AUDIENCE –The individual or group

where the writer intends to address.
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- The purpose, audience, and tone dictate what the paragraph covers and how it
will support one main point.
- The sections cover how purpose, audience, and tone affect reading and writing
paragraphs.
- The purpose for a piece of writing identifies the reason you write a particular
document.
- The purpose of a piece of writing answers the question “WHY?”
- In academic settings, the reasons for writing fulfill four main purposes;
 To summarize
 To analyze
 To synthesize
 To evaluate
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CHAPTER 5: COMMUNICATION AIDS AND STRATEGIES USING TOOLS OF

TECHNOLOGY
Objectives:
a.) identify the different communication aids;
b.) recognize the important use of different communication aids;
d.) shoot a video showing the convenient effects of technology in
communication
WHAT IS COMMUNICATION AIDS
If an individual’s speech is
unclear or has no speech at all, then a
computer can help him be understood.
A communication aid is anything

that helps an individual communicate
more effectively with those around him.
It is not essential for the user to

be able to read text in order to use a communication aid.
Many aids are symbols or picture-based and still provide
full functionality in order to communicate with others.
The use of PC to support an individual’s need is

likely to benefit him. But please be aware that getting the
correct equipment with the correct software, mounted into
correct place, controlled with a suitable method, and will be more than 40 percent of a
solution.
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An electronic communication aid can be a device that has been purposely built
for that job or a standard computer running specialist communication software with the
added benefit of being a computer as well.
CHOOSING THE CORRECT COMMUNICATION AID
- Choosing a particular electronic facility will require careful assessment of the

abilities and needs of the individual so that the best device can be chooses.
- The majority of aids need to be programmed with suitable messages and a
structure to suit the individual using the aids.
EFFECTIVE COMMUNICATION STRATEGIES
Effective communications are vital to achieve the goals and objectives of the
course or career whether trying to improve services at the building level, secure funding
at the district level or shape policy at the national level.
1. IMBIBE LEADERSHIP ROLE IN COMMUNICATION
- Knowing and reaching out to key

audiences/stakeholders
- Recognizing communications
opportunities.
- Developing and conveying key
messages.
- Providing useful, relevant
information to group or
individual.
- Making use of resources
provided by the school, district or division level.
- Coordinating with colleagues within the school, district or division level.
- Encouraging school psychologist to be active communicators.
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2. DETERMINE KEY MESSAGE AREAS
Developing clear, memorable messages

are critical to effective communications.
Determining what your most important messages
are depending on the goal and the specific
situation but there are a few global issues that are
central to the profession today. The school or
district may help develop and disseminate key
messages on these global issues to a variety of
stakeholder audiences and for use by school psychologists.
These can include:
- Prevention/Early Intervention (Prevention is Intervention)

- Children’s Mental Healthy and School-Based Services.
- Problem-Solving Model and RTI (Implication of approach/role of school
psychologist).
DEVELOPING YOUR MESSAGES
1. IDENTIFY YOUR TARGET AUDIENCE.
Messages even on the same issue should be

tailored as narrowly as possible to the specific audience
because they have different concerns and perspective.
 Administrators
 Teachers/Other Educators
 Allied professionals
 Policymakers
 Advocacy Groups
 Media
 School Psychologists/Guidance Counselors
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CONSIDER YOUR AUDIENCE’S:
 Level of knowledge/awareness
 Primary concerns/expectations
 Perspective
 Possible barriers to understanding
 Ability/likelihood to take action.
2. FOCUS ON YOUR OBJECTIVE:
Consider why the issue is

important, to whom, and why at this time.
What do you want to accomplish?
 Raise awareness of
your role/value to
students/adults
 Raise awareness of a
specific issue.
 Increase your involvement/effectiveness on an issue
 Build support for specific policy/resource needs.
 Encourage parents/teachers/students to act
3. BE RELEVANT. THIS IS HOW TO BE

RELEVANT
 Relate the issue to a school,

district or division context.
 People focus on issues they
are concerned about.
 Articulate impact on
students/school
 Include some supporting
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points about what parents/teachers/students can do.

 Provide your contact information
4. BE CLEAR AND CONCISE. TO DO THIS:
 Pick your main point.

 State it at the outset.
 Back it up with 2-3 facts or data
points.
 Provide specific suggestions.
 Provide personal examples.
 Use audience appropriate
language.
 Avoid acronyms/technical
language.
 Use active tense.
 Use bullets to the extent possible.
 Ask a colleague to review.
 Proof your work (or ask someone else to)!
4. THE THINGS TO KEEP IN MIND. HERE THEY ARE
 Most people will only remember 2 or

3 points in any communications.
 Be brief.
 Think about the perspective of your
audience.
 You know the way more than your
audiences need to hear/read.
 Incorporate language relevant to
others.
 Think catch.
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5. BE CONSITENT TO THE POINTS YOU MAKE
 Emphasize the importance

of prevention and early
intervention.
 Identify the link between the
issue/topic and learning and
behavior.
 Reiterate the effective
interventions and proper
supports improve children’s
outcomes.
 Describe, at least briefly,
the school psychologist’s role in addressing the issue.
 Encourage people to seek additional information from your/their
local school psychologist.
Effective communication is critical to the successful implementation of change

initiatives. Clear communication about the change is essential; messages should
be easy to read, user-friendly, informative and relevant to the audience.
CONSIDERATIONS
KEY THINGS TO CONSIDER WHEN COMMUNICATION CHANGE
- Consistent, timely, honest, accurate communication.

- Explain the vision, plans, anticipated benefits and progress of the change
initiative.
- Capture and address questions and issues (promptly!)
- Aim to maximize participation in the change process by involving employees.
- Constantly reinforce common themes and messages.
- Encourage discussion and dialogue about change.
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- Adapt communications strategies as needed in order to address and resolve

unforeseen issues.
- Adapt the communication to the audience.
- Ensure the communication is effective.
KEY THINGS TO CONSIDER WHEN CREATING A COMMUNICATION PLAN FOR

CHANGE INITIATIVE
 What do you need to

communicate?
 With whom do you need to
communicate?
 How will you generate
awareness of the
proposed change?
 How will you educate and
engage people?
 What do you want to accomplish with the change and how can you
use communications to assist with this?
UNDERSTANDING YOUR AUDIENCE
 Who are they?

 What do they
know/understand already?
 What drives/motivates
them?
 What question/concerns
might they have?
 What tools/channels will
you use to communicate?
 Who is the primary contact for employee questions/concerns?
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LEADERS FOR CHANGE
The person leading the change has a

critical role to play; they should:
 Provide a clear vision

and explanation and
vision for the change –
the rationale, possible
impacts and expected
benefits.
 Send consistent and
supportive messages
 Model the behaviors
expected of others
 Provide regular updates during consultation and implementation
stages
 Be open to feedback and suggestions, consider
comments/suggestions and respond.
 Consider what communication will work best for delivery of the
message: face-to-face, email, etc.
COMMUNICATION TOOLS
Nick Roland (2017) emphasized

that with the proliferation of digital
technology in the late 20th century and
early 21st century, communication has
never been more personal and powerful.
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1. PHONES
- Before landlines are used as the primary

communication tool of the people.
- Cell phones were thought of as luxury.
- Now, wireless phones are dominant form of
communication in many countries including the
Philippines.
- Text messaging is rampant.
- The advent of the smartphone has enabled
mobile phones to have PC functionality to send
large pictures and video files.
2. E-mail
- In 1945, Massachusetts Institute of

Technology researchers and staff first used e-
mail.
- E-mail is a function of the Internet, and users
can access it from myriad of devices including
cell phones.
3. SOCIAL NETWORKS
- Twitter is a form of mass

communication, as messages get
spread to may recipients.
- Twitter is a social medium, with that it
enables instant interaction among users
who can communicate directly and
“retweet” other Twitterer messages.
- Facebook is social media platform
similar to it predecessor MySpace.
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- Facebook has numerous functions and benefits and allows users to

communicate on a one-on-
one basis or to large groups.
4. INSTANT MESSAGING ANS

SKYPE
- Instant messaging saw its

peak early in the 21st century
before the rise of the more
interactive social media
platforms.
THE USE OF TOOLS OF TECHNOLOGY IN COMMUNICATION
- Using technology in communication has become a necessity, it’s now part of our
lives.
- People communicate through emails, faxes, mobile phones, texting services,
video conferences, video chat rooms and other social media channels.
- As time goes on, more emerging technologies will change the way we
communicate and it will be up to us to embrace them or not.
THE IMPACT OF TECHNOLOGY IN COMMUNICATION TO A BUSINESS
- Today, every business uses technology in its own way to reach the media and
targeted consumers.
- Businesses have embraced technology by easing communication within
companies and among investors and suppliers.
FEW USES OF TECHNOLOGY IN COMMUNICATION TO A BUSINESS
- EASY PRODUCT LAUNCH

- PRODUCT OR SERVICE SURVEYS
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- SOCIAL INTERACTIONS WITH CONSUMERS

- VIDEO CONFERENCING
- USE OF DIGITAL NETWORKS
THE IMPACT OF TECHNOLOGY IN COMMUNICATION TO INDIVIDUALS
- Technology has changed the way we

interact and communicate with others.
- With the increased use of social-
based networks, people can create
new relationships and discover old
friends.
- With technology, parents can
communicate and keep track of their children.
FEW USES OF TECHNOLOGY TOWARDS INDIVIDUAL
- TEXT MESSAGING SERVICES

- SOCIAL NETWORKING PLATFORMS
- PARENTAL SECURITY APPS
- FREE INTERNET CALLS
- USE OF EMAILS
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CHAPTER 6: COMMUNICATION FOR VARIOUS PURPOSES
Objectives:
a.) tell the various purposes of communication;
b.) create clear, coherent, and effective communication material;
d.) present ideas persuasively using appropriate language registers,
tone, facial expressions and gestures.
PURPOSEFUL USES OF COMMUNICATION
There are many purposeful use

of communication. According to
Beverly Vicker, we always
communicate with purpose each day.
People communicate with a variety of
reasons, in a various ways, While
effective communication is extremely
broad, there are basic components for
everyone to consider in order to
communicate with purpose.
1. HAVE AN OBJECTIVE
- Is the purpose of your

communication to obtain
information, to persuade, to
request action?
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2. CONSIDER YOUR AUDIENCE
- Take a moment to assume your

audience’s perspective and reflect
upon why your message is
relevant to them. Identify the
method of communication that
would be most effective in
delivering the message to the
audience.
3. LEVEL OF DETAILS
- Consider what level of details is needed for

the audience.
4. CONCERNS OF QUESTION
- Consider what concerns of

question the audiences may have
related to the topic.
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5. BE CLEAR
- Communicate your message as

directly and concisely as possible.
Be sure to offer appropriate
background so that your audience
understand the context of the
message, but do not overwhelm
them with irrelevant information.
6. USE OF JARGON
- Avoid using jargon unfamiliar

acronyms and ambiguous
terminology.
7. STRUCTURE YOUR MESSAGE
- For complex communication or

presentations, structure your
message with a beginning
(introduction), middle (detail), and
ending (summary)
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8. REQUESTING ACTION
- Be specific in requesting action

from your audience.
9. DEFINING
- Make sure you define

what/when/how/why you
want something.
10. CHECK FOR UNDERSTANDING
- Whenever possible, make the

communication “two-way”.
11. PROVIDE AN OPPORTUNITY
- Providing an opportunity for your

audience to react to your message
and seek clarity if needed.
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12. FEEDBACK
- Submit feedback from

your audience and ask
questions to ensure
comprehension of your
message
13. CONTACT OR IDENTITY
- In communicating in writing,
provide a contact or
identity, a source to which
your audience can learn
further information.
BEST PRACTICES IN COMMUNICATION FOR

VARIOUS PURPOSES
Here are some of the best practices for students to

comprehend and practice.
1. DEVELOP YOUR LISTENING SLKILLS –focus on the message being received.

Many students commit this practice. Instead of listening to what their teachers are
saying, they listen to what their classmate are saying.
2. PAY ATTENTION TO NON-VERBAL MESSAGES –both those that you send and
receive to be able to respond immediately.
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3. USE POSITIVE LANGUAGE –make sure that your message is presented in such a
way that it sounds familiar, encouraging and positive.
4. THINK BEFORE YOU SPEAK –recognize that it is difficult to retract words once they
have been said.
5. Finally ask your teachers, deans, or school officials, including your classmates what
your strongest or weakest communication skills are.
COMMUNICATE TO OBTAIN INFORMATION
Understanding and communicating scientific

information can be challenging. Obtaining scientific
and engineering ideas, including words, diagrams,
graphs, images, models, mathematical
representations and other scientific and
mathematical concepts are difficult for students
who are unfamiliar, to these things. Scientific and
engineering disciplines use jargon that may be unfamiliar even to students reading at or
above grade level.
Deciphering scientific text requires different modes of reading than other types of
text, because of the purpose of the text and because of the multiple types of information
presented.
COMMUNICATION TO PROVIDE AND

DISSEMINATE INFORMATION
Communication also provides and

disseminates information to others. This is a
channel of sending the information to the
receiving end –a relationship between a
sender and receiver of information.
Dissemination is the release of data or
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information from sender to a user through various media outlet.
COMMUNICATION TO PERSUADE
Persuasion is an umbrella term of

influence. Persuasion can attempt to influence
a person’s beliefs, attitudes, intentions,
motivations, or behaviors. In, business,
persuasion is a process aimed at changing a
person’s attitude or behavior toward some
event, idea, object, or other person, by using written, spoken words or visual tools to
convey information, feelings, or reasoning, or a combination thereof.
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CHAPTER 7: COMMUNICATION FOR WORK PURPOSES
Objectives:
a.) explain the different purposes of communication in workplace.
b.) tell the importance of communication to the different fields.
d.) write a paragraph telling the significance of communication to
different field.
BENEFITS OF EFFECTIVE
COMMUNICATION COMMUNICATION IN
WORKPLACE (BY: ROSE JOHNSON).
Effective verbal and non-verbal

communication skills are valuable in the
workplace. Some companies spend a lot of
money to train their employees on how to
effectively communicate.
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1. HELPS WITH DIVERSITY
- Good communication skills help to

reduce the barriers erected because of
language and cultural differences.
2. GLOBAL BUSINESS TRNASACTION

INCREASES
- With global business transactions continually

increasing, the need for effective
communication to meet global demands is also
increasing.
3. TEAM BUILDING
- Effective communication in the

workplace helps employees and
managers form highly efficient
teams. Employees are able to trust
each other and the management ,
- Effective communication reduces
unnecessary competition within
departments and helps employees
work together harmoniously.
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4. EMPLOYEE MORALE
- An improvement in employee morale can

result from effective communication.
THREE WAYS OF PRODUCTIVE COMMUNICATION BY LOMBARDO
1. Workplace communication improves workers productivity
2. Workplace communication can increase employee job satisfaction.
3. Workplace communication can also have a positive effect on absenteeism and

turnover rates.
WAYS TO COMMUNICATE IN THE WORKPLACE
1. Open Meeting
2. Emails
3. One-on-one
4. Use presentations
5. Communication via Training
6. Display Confidence and Seriousness
7. Use Simple Words
8. Use Visuals
9. Listen to Your Team Members
10. Use Body Language
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11. Act Out Your Message
12. Use the Appropriate Tone of Voice
13. Avoid Unnecessary Repetition
14. Create a Receptive Atmosphere
15. Be Humorous
16. Be Articulate
17. Avoid Mumbling
18. Encourage Feedback
19. Gesticulate
20. Be appreciative
COMMUNICATION IN HEALTHCARE
- Communication in a healthcare setting is one of

the most important tools we have for providing
great care improving
patient satisfaction.
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IMPORTANT THINGS CONCERNING PATIENT SATISFACTORY AND SAFETY

WITH REGARDS TO COMMUNICATION
1. There is patient satisfaction by promoting an opportunity for the patient to tell the
story of his/her illness.
2. Patient satisfaction increases when members of the healthcare team look the
problem seriously explained information clearly, and tried to understand the patient’s
expressions and provided viable options.
3. Patient satisfaction is improved when patients are encouraged to express their ideas,
concerns, and expectations.
4. Patients satisfaction increased when the importance of their social and mental
functioning was acknowledged through communication.
5. Patient satisfaction increases when health care team members communicate.
COMMUNICATION IN EDUCATION
David Andrade (2015)

stressed the importance of
communication in education.
Communication is paramount
in education.
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TECHNOLOGY CAN HELP IMPROVE COMMUNICATION IN EDUCATION
EMAIL- connect with staff, teachers, students, and

parents through email.
WEBSITES –post relevant information and

resources on district, school, and classroom
websites.
GOOGLE CLASSROOM, EDMODO, ECT.

–use these systems to share assignments
and announcements with students and
parents.
PHONE BLAST –there are a lot of automated

systems that will robo-call phone numbers with
information.
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TRANSLATION TOOLS –Google

Translate and other translation tools can
help parents and students access the
communication that you share with them.
VARIETY OF MEDIA –technology allows you to provide

communications in a variety of formats –written, images,
audio, and even video.
REACHING STUDENTS WHO ARE ABSENT –online resources, video recordings of

classes, video conferencing, and more can make home or hospital bound students part
of the class and keep them engage.
PERSON-TO-PERSON COMMUNICATION:
PRESENTATIONS SKILLS
Some teachers like to talk, and expect the

students to write down what they say and to learn it.
Other teachers see their roles as one of helping
students to learn at a deeper level –to understand new
ideas and concepts so well that they can apply them in a work
situation
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WRITTEN COMMUNICATION: HANDOUTS
Teachers communicate by speaking, but also by writing. We have seen how we

can improve the overhead projector transparencies we use, if we write them carefully.
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CHAPTER 8: COMMUNICATION FOR ACADEMIC PURPOSES
Objectives:
a.) explain the communication for academic purposes;
b.) shoot a video explaining the importance of communication in
academic set up.
d.) write a term paper regarding communication in academic world.
WHAT ARE COMMUNICATIONS FOR ACADEMIC PURPOSE?
Many people
intuitively know the proper
way to communicate in
different settings; for
instance, the way you
speak to your friends is
usually different from the
way you speak to your parents.
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BASIC SKILLS IN ACADEMIC COMMUNICATION
- Advanced vocabulary
- Proper grammar
- Reading Comprehension
- Verbal Expressions
COMMUNICATION IN ACADEMIC PAPERS
Academic papers are scholarly written materials that follow

the requirements of tone, diction, style, voice, etc.
appropriate to a target audience or culture. Academic
papers include but not limited to term papers, thesis,
dissertations, case studies, and research paper.
STYLE IN ACADEMIC PAPERS
Diction –diction is word choice. When writing, use

vocabulary suited for the type of Academic papers.
EXAMPLES:
Formal Diction: She is not dismissed
Casual Diction: She is not fired.
Slang (very informal): She ain’t kicked

out.
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Besides the level of formality, also consider positive or negative connotations of

the words choses.
EXAMPLES:
Positive: Cutting the grass
Negative: Slashing the grass
Tone –the tone may be objective, or subjective,

logical or emotional, intimate or distant, serious or
humorous. It can consist mostly of long, intricate
sentences, of short, simple ones, or of something
in between.
Tone vs. Voice –anything you write should still

have your voice: something that makes your
writing sound uniquely like you.
EXAMPLES:
From Miles Davis: “Don’t play what’s there, play what’s not there.”
From Arthur Schnabel: “The notes I handle, no better than many pianists,
But the pauses between the notes –ah, that is
where the art resides.
Style –when writing a term paper, the one thing
you have to remember is to use authoritative
sources. These are the vital if the paper is to
persuade the intended audience.
Page 3
CONVEYING IDEAS THROUGH ORAL PRESENTATION
1. Know your audience.
2. Be organized
3. Practice your presentation
4. Be professional
5. Be aware of technical problems.
SIGNIFICANCE OF ORAL PRESENTATION
Oral presentations are excellent

means of communicating, basic science or
clinical research.
GENERAL GUIDELINE IN DESIGNING

ORAL PRESENTATION
Here are some general guidelines to keep in

mind when designing your presentation.
1. Title (include authors and affiliations)
2. Introduction (Background, Purpose,

Hypothesis)
3. Method (A brief introduction to the methodology without too much technical Jargon.
4. Results (Use graphs / charts/ table/, provides an extra slide / transparency with
summary of the results.)
5. Conclusions/discussion (clear explanation of the results, Clinical implications
6. Future work
7. Acknowledgement
Page 4
Page 5
CHAPTER 9: THE NATURE AND PROCESS OF LISTENING
Objectives:
a.) explain the nature of communication;
b.) tell the importance of listening in communication
c.) write an explanation about a song they will listen to.
THE NATURE AND PROCESS OF LISTENING
LISTENING IN COMMUNICATION
At the end of the

communication line is an
indispensable element—the listener,
the active participation of whom
either makes or unmakes
communication. It spells a
big difference in the
communication process. At
this point, it must be
understood that effective
communication, in part,
come through a constant
awareness and study of
how listeners respond. This
is especially so if we consider the axiom that meaning is altogether in the mind of the
listener.
Page 1
NATURE OF LISTENING
Listening is the cognitive process

whereby we attach meanings to aural signals.
It is the active intellectual process of
decoding, interpreting, understanding and
evaluating messages. It is a mode of
communication just as important as the other
modes like speaking, reading, and writing. It is
sad to note, however, that this mode has been
observed to be the most neglected area in
teaching English towards communicative
competence. This is lamentable considering that
we spend most of our waking hours
communicating, the greatest portion of which is
spent in listening. In today’s world, which is fast turning into a global village and where
communication is highly developed, the demand to sharpen our listening power is high.
THE BEST KIND OF LISTENING CHARACTERISTICS
1. Voluntary –Good listening begins with a

willingness to participate completely in a
communicative situation.
Page 2
2. Purposeful –You choose to listen because of some very good reason/reasons.
3. Motivated –When you have good reasons

for listening, you are all keyed up for the
activity and nothing can stop you.
4. Cooperative –You keep quiet and give your

wholehearted cooperation when you listen
because you hope for nothing but only the best
from the speaker.
5. Critical –You follow the speaker’s ideas

carefully and get things clear so that in the end,
you may be able to make intellectual judgments
when you evaluate his ideas before responding.
THE IMPORTANCE OF LISTENING
- Listening is assuming greater and greater importance in foreign language

classrooms.
- Listening is a skill of critical significance in all aspects of our lives – from
maintaining our personal relationships, to get our job, to take notes in class.
Regardless of how we’re engaged with listening, it’s important to understand that
listening involves more than just hearing the words that are directed at us.
- Listening is an active process by which we make sense of , assess, and respond
to what we hear.
Page 3
FIVE STAGES OF LISTENING
- Receiving
- Understanding
- Evaluating
- Remembering
- Responding
Active listening is a particular communication technique that requires the listener

to provide feedback on what he or she hears to the speaker, by way of restating or
paraphrasing what they have heard in their own word.
The goal of this repetition is to confirm what the listener has heard and to confirm
the understanding of both parties.
Active listening can also involve paying attention to the speaker's behavior and body
language.
This active listening chart shows three main degrees of listening:
- repeating
- paraphrasing
- reflecting
TYPES OF LISTENING
1. Discriminative listening
It is the most basic type of listening, whereby the difference between difference
sounds is identified. If you cannot hear differences, then you cannot make sense of the
meaning that is expressed by such differences. We learn to discriminate between
sounds within our own language early, and later are unable to discriminate between the
phonemes of other languages.
Page 4
2. Comprehension Listening
It is to comprehend the meaning requires first having a lexicon of words at our

fingertips and also all rules of grammar and syntax by which we can understand what
others are saying. Comprehension listening is also known as content listening,
informative listening and full listening.
3. Critical Listening
It is listening in order to evaluate and judge, forming opinion about what is being
said. Judgment includes assessing strengths and weaknesses, agreement and
approval.
4. Biased Listening
It happens when the person hears only what they want to hear, typically
misinterpreting what the other person says based on the stereotypes and other biases
that they have. Such biased listening is often very evaluative in nature.
5. Evaluative Listening - or critical listening
We make judgments about what the other person is saying. We seek to assess
the truth of what is being said. We also judge what they say against our values,
assessing them as good or bad, worthy or unworthy. Evaluative listening is also called
critical, judgmental or interpretive listening.
6. Appreciative Listening
We seek certain information which will appreciate, for example that which helps
meets our needs and goals. We use appreciative listening when we are listening to
good music, poetry or maybe even the stirring words of a great leader.
BARRIERS TO GOOD LISTENING AND HOW TO OVERCOME THEM
Page 5
Barriers to Effective Listening with

Tips to Overcome Them: Effective
communication is a valuable skill in
the workplace, and listening properly
is the most important part of effective
communication. Poor listening skills
definitely make a huge, negative
impact on team morale and
productivity. This situation usually
results in conflicts and misunderstandings among team members, and it creates a
negative environment.
1. Excessive Talking - Good

conversational skills are an asset, and a
person with these skills are more likely
to achieve professional success.
However, talking more than necessary is
a barrier to effective communication.
People hesitate to interact with a person
who talks excessively without listening to
them. They may also get bored, and
excessive talking may be perceived as
aggression.
Try these tips to overcome this habit:
- Think before you speak, and don’t speak if you have nothing important to
contribute.
- Practice self-control. Allow the other person to speak.
- Avoid interrupting when the other person is speaking.
- Be aware of indulging in useless talk for the sake of talking.
- Be brief while conveying your thoughts.
Page 6
- Observe your listener’s reactions while speaking.
2. Prejudice - is a preconceived
opinion of feeling, which is usually
irrational. Prejudice is very
dangerous and has the potential to
bring animosity into the team and to
break team spirit. The reason for a
prejudice may be the speaker’s race,
religion, age or appearance. A
prejudiced person will not make any
effort to listen and understand.
Overcoming prejudice while

listening:
- Respect the other person for his or her knowledge and skills, irrespective of the
person’s background.
- Make conscious efforts to take charge of your thoughts.
- Consciously avoid taking an ―I know what he or she is going to say‖ attitude while
the other person is speaking.
3. Distractions - The four main types of

distractions are physical, mental, auditory and
visual.
Here’s how to avoid this common barrier:
- Face the person who is speaking.

- Maintain eye contact while the other
person is speaking.
- Ensure that you are comfortable.
Page 7
- Switch off the cell phone.
4. Expecting Others to Share Your Personal Beliefs and Values - Everybody has
their own personal beliefs and value systems, and it’s natural to want to apply them to
others around us. Learn to appreciate that others don’t have to share your beliefs. In
fact, their unique perspectives may shine light on problems and issues that you haven’t
been able to deal with before.
5. Misunderstanding - The inability to hear

correctly is one of the many reasons for
misunderstanding what a speaker is trying to
communicate. You may think that it’s impolite
to ask the speaker to clarify his words or
intentions, but that’s not the case at all. Most
people will appreciate the fact that you are
making a focused effort to really understand
what they are trying to say.
6. Interrupting - Interrupting a conversation with improper body language or

inappropriate words will have a negative impact in effective communication.
Models of Listening
- There are three basic listening models, each of which reflect upon the various
ways that the person who is doing the listening may be feeling. You may use all
three of these listening models at one point or another, depending upon whom
you are listening to, what the conversation is about, and even what type of mood
you are in.
Here are the three basic listening models:
Page 8
1. Competitive or combative listening: This is the type of listening that is done when
people want to push their own type of view or
opinion rather than listen to someone else's.
With this type of listening, we mostly are
waiting to jump in and say something or point
out flaws in what the other person is saying.
We pretend that we are listening, when really
we are formulating our own ideas and just
waiting for the person to break so we can blurt
them out. The downside is that we fail to
actually take in what the other person is
saying and have closed our minds, which is a
barrier to good listening.
2. Passive, attentive listening: In this type

of listening, we are genuinely interested in
what the person is saying. At this point, we
are not yet at the point of responding and
being involved, but we understand the points
that the speaker is trying to make. We may
agree with what is being said, but we are
doing so in a passive manner, rather than in
a reflective one.
3. Active, reflective listening: This is the type of listening model that you want to use.
In this model, you actively listen and understand what the other person is saying. Here,
we listen to what the other person has to say before we try to interject what we would
like to share. In this model, you restate or share back information with the speaker,
showing that you are paying attention and actively involved.
Page 9
CHAPTER 10: THE ART OF LISTENING
Objectives:
a.) recognize the importance of listening;
b.) interpret different emotions conveyed in a song;
c.) develop strategies on how to understand meaning through
listening.
THE ART OF LISTENING WELL
Forget about what you were going to say next. Make sure you hear what the other
person says.
By Eugene Raudsepp
A zoologist was walking down a busy

city street with a friend. In the midst of the
honking horns and screeching tires, he
exclaimed to his friend, "Listen to
that cricket!" The friend looked at
the zoologist in astonishment and
said, "You hear a cricket in the
middle of all this noise and
confusion?" Without a word, the
zoologist reached into his pocket,
took out a coin, and flipped it into
the air. As it clinked on the
sidewalk, a dozen heads turned in
response.
The zoologist said quietly to his friend, "We hear what we listen for."
Page 1
Day after day, inside and outside of business, we miss important information because
we don't listen with full attention. We also misunderstand and misinterpret messages
and ideas because of our preconceptions, biases, and wishes. Take the manager who
dreaded to see his secretary go away for her two-week vacation. When the secretary
told the boss she'd be taking time off, it just didn't sink in. Said the secretary later: "I told
my boss three times I was planning on taking my vacation in October. It just didn't
register."
Minor slipups in communication can have major repercussions, as any sensitive

manager knows. Lack of communication between you and others in your company can
not only foul up job assignments and raise the cost of doing business, it can also cause
hurt feelings and generally lower morale.
Listening is an art that requires work, self-discipline, and skill. The art of communication
springs as much from knowing when to listen as it does from knowing how to use words
well. Ask any good salesperson or negotiator about the value of silence. He or she will
tell you good listeners generally make more sales and better deals than good talkers.
To sharpen listening skills, you need patience and practice.
HERE ARE SOME SUGGESTIONS THAT HAVE

HELPED OTHERS BECOME BETTER
LISTENERS:
1. RESIST THE TEMPTATION TO MONOPOLIZE

CONVERSATION.
If you like to dominate a situation or feel you

know everything there is to know about a subject, you're probably a poor listener.
Remain open to new ideas instead of impatiently waiting for a chance to butt in with
what you think is the final word on the subject. Before you speak, make sure that the
speaker has had a chance to make his point. Many people think aloud and tend to
Page 2
grope toward their meaning. Their initial statements may be only a vague approximation
of what they mean.
2. AVOID JUDGING THE SPEAKER TOO

SOON.
Good listeners try not to become

preoccupied with a speaker's mannerisms or
delivery. Instead of thinking, for instance, "What
a monotone this guy has," ask yourself, "What's
in the message that I should know?" or "What
can this add to my knowledge and experience?"
3. DON'T FAKE ATTENTION.
When we decide that what a speaker has to say

is boring or useless, we frequently pretend to listen. It's
usually quite easy for an attentive listener to recognize
that our "uh-huhs" are really "ho-hums." When he does,
his thinking is likely to become confused, he may get
annoyed, and his delivery will probably deteriorate.
For more knowledge about the art listening please check the link provided:
https://www.theschooloflife.com/thebookoflife/how-to-be-a-good-listener/
https://www.wikihow.com/Be-a-Good-Listener
Attentive listeners remain alert and maintain eye contact. Simple gestures --
nodding, raising the eyebrows, or leaning forward -- all can convey interest. Occasional
comments, such as "I see," "That's interest," or "Tell me more about that," if said with
genuine interest, can go a long way toward reassuring the speaker.
Page 3
4. LISTEN FOR IDEAS, AS WELL AS

FACTS.
When we listen, we tend to get bogged

down trying to retain the facts and we miss
the ideas behind them. For example, when a
person starts running through a list of seven
points, the listener immediately begins
mulling over the first point, trying to
remember it. Meanwhile, point two is being
explained. How he's preoccupied with two
facts and is apt to miss the third point altogether. So it goes through point seven: some
facts retained, some missed, and others confused. Instead of getting lost in a string of
disassociated fragments, make an effort to understand what the facts add up to by
relating them to each other and seeing what key
ideas bind them together.
5. BE ALERT TO NONVERBAL CLUES OR

"BODY LANGUAGE
." Try not only to listen to what is said but

also to understand the attitudes and motives that lie
behind the words. Also remember that the speaker
does not always put his entire message into words. For example, there is sometimes
considerable difference between the auditory cues and the behavioral cues emitted by
the speaker. While his verbal message may convey conviction about a new idea or
proposal, his gestures, posture, facial expressions, and tone of voice may convey doubt
and lack of enthusiasm.
Page 4
6. USE THE SPEED OF THOUGHT PRODUCTIVELY.
Because we usually think three to four times faster than we talk, we often get impatient
with a speaker's slow progress, and our minds wander. Try using the extra time by
silently reviewing and summarizing the speaker's main points. Then, when he's finished,
you can restate the points and ask the speaker if you've understood the message.
Questions such as "Is this what you mean?" or "Do I understand you correctly?" are not
only supportive because they show your interest, they also reduce the chance of
misunderstanding later on.
For more knowledge about the art listening please check the link provided:
https://m.youtube.com/watch?v=bkS9gnUIXQs
https://m.youtube.com/watch?v=ijDwlstFe3E
References: References: Ariola, Mariano M. (2018). Purposive Communication. Unlimited Books

Library Services & Publishing Inc.:
https://www.theschooloflife.com/thebookoflife/how-to-be-a-good-listener/
https://www.wikihow.com/Be-a-Good-Listener
Page 5

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MODULE PURPOSIVE COMMUNICATION

CHAPTER 1: BASIC CONCEPTS IN COMMUNICATION:

BACKGROUND AND RATIONALE

PURPOSIVE COMMUNICATION: BACKROUND AND RATIONALE

Purposive communication is about writing, speaking, and presenting to different

THE FIVE SKILLS OF COMMUNICATION

They are studied and stimulated

 listen, comprehend, critique, and respond fully-well to live or recorded

1. Communication is a process of transmitting or conveying information to others.

3. Communication is the act or process of using work, sources, signs, or behaviors to

4. Communication is a message that is given to someone such as letter, telephone call,

5. Communication is a way of sending information to people by using technology (radio,

SOME WRITERS DEFINED COMMUNICATION THIS WAY:

1. Koontz and O’Donnel- Communication is an intercourse by words, letters, symbols

2. Newman and Summer- Communication is an exchange of facts, ideas, opinions, or

- Every communication or business concern has specified objectives. And to

- Communication is essential in different level of organization –educational,

1. Helps in achieving co-ordination

- Co-ordination can only be achievable by the means of communication.

2. Helps in smooth working

- Communication helps in the smooth running of an enterprise or business.

3. Increased managerial efficiency

- Managers spent their 75% of their time in communication.

- Effective implementation and decision-making by the management can be

5. Helps in maintaining industrial peace

- Lack of communication or improper communication may result in industrial

6. Helps in recruitment process

- Recruitment needs communication.

7. Helps employees to perform effectively

- It is needed to enable the employees perform their functions effectively.

8. Helps to acquaint subordinates with their evaluation

- Communication is needed to acquaint the subordinates with the evaluation of

9. Helps in teaching employees about personal safety

- Communication is needed to teach employees about their personal safety on the

10. Helps in projecting the image of the company

11. Helps managers in performing his functions

- Communication helps the manager in performing his managerial functions such

Effective communication is important in executing a planned program and also in

11. Describe ideas, makes requests, and solves problems

EXAMPLES OF VERBAL COMMUNICATION

CLASSIFICATION OF VERBAL COMMUNICATION

TYPES OF VERBAL COMMUNICATION

 Others define non-verbal communication as the process of exchanging

FIVE NON-VERBAL BEHAVIORS/ELEMENTS OF NON-VERBAL COMMUNICATION

1. Vocalics/Paralanguage –refers to the use of

2. Proxemics –refers to the use of space to convey

3. Chronemics –is an attitude of time which discloses

4. Artifacts- refer to the things a person owns, use, wear,

5. Movement –is your posture, gesture, facial expression,

FUNCTIONS OF NON-VERBAL COMMUNICATION

IMPORTANCE OF NON-VERBAL COMMUNICATION

 Here are the ten principles according to David Crossman (2017):

 Here are the seven C’s of Communication according to Herbert Hildebrandt

 Check the flow of your information

TEN BASICS ETHICAL COMMUNICATION

KEY PRINCIPLES OF ETHICAL COMMUNICATION

The four key principles of ethical communication are the following:

2. Openness to other views

CHAPTER 2: COMMUNICATION AND GLOBALIZATION

CULTURAL ISSUES AFFECTING COMMUNICATION

FACTORS AFFECTING THE FIELD OF COMMUNICATION

1. Cultural identity 5. Individual personalities

2. Racial identity 6. Social change