Module in Purposive Communication

Table of Contents
LESSON 1: COMMUNICATION PROCESSES, PRINCIPLES AND ETHICS ............................................. 1

TOPIC 1: NATURE OF COMMUNICATION ................................................................................... 1
TOPIC 2: COMMUNICATION PROCESSES .................................................................................... 5
TOPIC 3: COMMUNICATION MODELS ........................................................................................ 9
TOPIC 4: COMMUNICATION PRINCIPLES AND ETHICS.............................................................. 14
LESSON 2: COMMUNICATION AND GLOBALIZATION ................................................................... 16
TOPIC 1: GLOBALIZATION ......................................................................................................... 16
TOPIC 2: LOCAL AND GLOBAL COMMUNICATION IN MULTICULTURAL SETTINGS ................... 19
TOPIC 3: VARIETIES AND REGISTERS OF SPOKEN AND WRITTEN LANGUAGE .......................... 23
LESSON 3: EVALUATING THE MESSAGE ....................................................................................... 27
TOPIC: MULTIMODALITY .......................................................................................................... 27
LESSON 4: COMMUNICATION AIDS AND STRATEGIES USING TOOLS OF TECHNOLOGY .............. 31
TOPIC 1: COMMUNICATION THRU SOCIAL MEDIA ................................................................... 31
TOPIC 2: PRESENTATION MEDIA ................................................................................................ 3
LESSON 5: COMMUNICATION FOR VARIOUS PURPOSES ............................................................. 35
TOPIC 1: TYPES OF COMMUNICATION ..................................................................................... 35
TOPIC 2: TYPES OF SPEECH DELIVERY....................................................................................... 39
LESSON 6: COMMUNICATION FOR WORK PURPOSES .................................................................. 44
TOPIC 1: THE ORAL PRESENTATION ......................................................................................... 44
TOPIC 2: COMMUNICATION IN A WORKPLACE ........................................................................ 48
LESSON 7: COMMUNICATION FOR ACADEMIC PURPOSES........................................................... 64
TOPIC 1: DOING AN ANALYSIS PAPER ...................................................................................... 64
TOPIC 2: DOING A RESEARCH TOPIC PROPOSAL ...................................................................... 66
TOPIC 3: DOING AN ACADEMIC PRESENTATIONS .................................................................... 69
TOPIC 4: DOING A MULTIMODAL ADVOCACY CAMPAIGN ....................................................... 71
REFERENCES ............................................................................................................................. 72
LESSON 1: COMMUNICATION PROCESSES, PRINCIPLES
AND ETHICS
Topics
1. Nature of Communication
2. Communication Processes
3. Communication Models
4. Communication Principles and Ethics
Learning Outcomes
At the end of the lesson, you are expected to:
1. describe the nature, elements, and functions of verbal and
nonverbal communication in various and multicultural contexts;
2. demonstrate an understanding of the communication
processes and models; and
3. recognize the importance of principles and ethics in
communication.
TOPIC 1: NATURE OF COMMUNICATION
PRE- TASK
Your teacher will make you view a video clip. Answer briefly the following
questions on a sheet of paper for submission.
(https://www.youtube.com/watch?v=3Me3ChuiRP8)
Questions:
1. Describe the Thai (woman) and the Thai (man) in the clip?
2. How did the Thais (man and woman) respond to the question of the (American/s)?
3. Were they able to understand each other?
4. How would you describe the reaction of the Thai (man) at the end of the video?
1
MODULE IN PURPOSIVE COMMUNICATION
WHAT IS COMMUNICATION?
People throughout the world communicate in order to acquire information,
express one’s own feelings and receive feedback from one another. It is essential for a
human who has given a power to speak to converse and respond transmitted
knowledge to create an interaction and achieve a purposive communication. When
some people are asked to define communication, they just answered as basically as it is
defined. However, communication drives into beyond meaningful context which makes
it complex. Communication comes from the Latin form “communicare”, which means
“to impart, to share, or to participate” (Merriam Webster Dictionary). Denotatively,
communication is the process of sending and receiving messages by speaking or writing.
Dictionary says it is the transmission of information in which conveyed into signals and
articulated. Yet, communication is not just this and all. It involves all the five necessary
communication skills such as listening, speaking, reading, writing, and viewing.
According to an anonymous author, daily, we use these skills as we start to listen before
we speak, read, write, and watch.
Hence, ineffective communication happens during the process and builds
problems One cannot simply transfer information and let fate decides whether it is
understood or not. Every individual shall be responsible to one’s own organization of
thoughts and delivering the message to another person. We shall communicate
properly, ensure understanding, and provide feedback to leave communication in the
best way possible.
TYPES OF COMMUNICATION
1. VERBAL COMMUNICATION
“To effectively communicate, we must realize that we are all different in the
way we perceive the world and use this understanding as a guide to our
communication with others.” ---Tony Robbins---
Verbal communication seems like the most obvious of the different types of
communication. It utilizes the spoken word, either face-to-face or remotely. Verbal
communication is essential to most interactions, but there are other nonverbal cues
that help provide additional context to the words themselves. Pairing nonverbal
communication with the spoken word provides a more nuanced message.
The speakers in the video clip you have watched engaged themselves in a verbal
communication since all of them solely used face to face conversation (vis-à-vis). Verbal
communication simply uses words in order to exchange conversation with other people.
You may find yourself using this type of communication in your daily living. For instance,
when you go to school and find yourself late for the first period of class. You will be
entering the classroom, but telling sorry to your teacher is a must as a sign of respect.
Then, you will ask your seatmate if you miss some activity while you are out. This is a
part of communication which human beings are ought to do…speak.
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However, verbal communication does not involve only about oral
communication. It may be in a form of written communication where you merely use
writing like letters and e-mails to address your message. Writing to your subject teacher
about your absence in class is one way. Another is when you e-mail your professor in
Architecture about the task you are assigned to make. Yet, choosing formal words are
important because it is basically formal and you are talking to your professor. Formal
communication is necessary. Informal communication happens when you talk to your
friends, parents, classmates as it provides casual conversations.
In sum, verbal communication is either oral or written depending on the context
of your message. The bottom line is whether your message is formal or informal, what
matters is that the message shall be conveyed.
2. NONVERBAL COMMUNICATION
“What you do speaks so loudly that I cannot hear what you say”
---Ralph Waldo Emerson—
Communication does not only happen in one form- verbal communication.

Shaking your head, nodding, holding the person’s hand you are talking with, raising your
eyebrows, smiling, putting your thumbs up are forms of communication, too known as
nonverbal communication. Imagine yourself talking to a person without starting a
conversation. You only use gestures, facial expressions, or even signals. By simply
looking at him or her, you have started a communication process. Nonverbal symbols
carry meaning in any conversing activity.
Moreover, nonverbal communication provides some insight into a speaker’s
word choice. Sarcasm, complacency, deception or genuineness occurs within nonverbal
communication. These things are often communicated through facial expressions, hand
gestures, posture and even appearance, all of which can convey something about the
speaker. For instance, a dishevelled speaker with wrinkled clothes and poor posture
would communicate a lack of confidence or expertise. A speaker with a nice suit, who
stood up straight and spoke clearly, may appear more serious or knowledgeable.
Conversely, usage of nonverbal signs shall be proper because misuse of these
signals may create breakdown in communication process. In some part of the world,
blinking rapidly to other people may not mean something because it is normal for some,
but for Taiwanese, it is considered impolite. To Westerners, waving their hand means
“hello”; while, for Indians, it is interpreted as “to go away or no”.
In communicating in a multicultural society, understanding cultural differences is
very significant. When you communicate with someone with a different background,
you should establish meaningful interaction and exhibit sensitivity in order to address
successful communication.
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3. VISUAL COMMUNICATION
“There is more to visual communications therefore than simply making an
image for the eyes to perceive, it has to accommodate the mind of the person being
communicated to.” ---Aldous Huxley---
Visual communication is the practice of conveying message through representing
graphical information to create meaning. Visual types of communication include signs,
maps or drawings as well as colour or graphic design. These typically reinforce verbal
communication, and they help to make a point. Visual aids can help a speaker
remember important topics, give the audience something to look at, and generally help
convey the message being presented. For instance, social media posts are used by
businessmen in promoting their products. By using social media like Facebook and
Instagram, customers are encouraged to do business. Like billboards which are used for
advertising, they may raise awareness as these expose information or message for large
audience.
Visual communication helps people to communicate better and faster. It
instantly conveys message across intercultural and multicultural contexts and provides
efficient communication. For example, when you are lost, you can easily look at your
Google map to find the right place. Just think of a person who cannot understand
foreign language, using signs is much better to send message rather than words. Such
flexible communication will solve problems in cross cultural differences.
ASSESSMENT
TASK : Check your understanding by answering the following questions.
1. How do you differentiate the three types of communication?

2. How can visual communication enhance the message of the speaker? Give a
particular situation when visual communication is used.
3. How do you differentiate verbal communication from nonverbal communication?
4. Among the three forms of communication, which do you think is the best? Cite
situations which will call the use of the chosen type. Give advantages and
disadvantages.
You will be graded based on the following criteria:
Content/ Relevance ---------------------------------10

Language----------------------------------------------- 6
Clarity--------------------------------------------------- 4
20 pts.
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TOPIC 2: COMMUNICATION PROCESSES
PRE- TASK
Read thoroughly the text below and answer briefly the questions for
submission.
Callee: Good morning. English Mania Online. Can I help you?

Caller: Yes, please. I’d like to ask about language courses.
Callee: I see. So, what languages are you interested in?
Caller: English. Actually I am Korean and plan to study here in the Philippines. I
don’t know much English, so I thought I would learn fast if I go online.
Callee: That’s good. We do offer some English courses in the evening.
Caller: So how much does the course cost?
Callee: The short-term course costs Php. 6, 000.00 per person in two months.
Caller: Alright. So, can I book my classes right now?
Callee: Well, you need to visit the page to sign up on the page and we’ll contact
you right away for the documents needed and the payment.
Caller: Alright. So, when will the classes begin?
Callee: Right after you completed the requirements needed and pay for the
service, we can start the classes immediately.
Caller: That’s great. OK then. I’ll be waiting for the call. Many thanks for your
help.
Callee: You’re welcome.
_______0____________0____________0_______________0______________
Questions:
1. What was the purpose of the conversation?

2. Who initiated the communication between the callee and the caller?
3. What was the mode used to convey the message?
4. Did the two person involved in the communication achieve successful
communication? Explain.
5
COMMUNICATION PROCESS
Source
Feedback Message
Receiver Encoding
Context
Message Decoding Channel

Message
Message
The communication process is consists of number of components engaged in the

basic process. These may affect the successful communication as it offers possible
barriers that may cause communication breakdowns.
ELEMENTS OF COMMUNICATION
Sender / Encoder
Message
Sender / Encoder is a
person who sends the Message is a key idea Encoding
message. A sender makes that the sender wants to
use of symbols (words or communicate. It is a sign Encoding is the process
graphic or visual aids) to that elicits the response where the information
convey the message and of recipient. you would like to
produce the required Communication process communicate gets
response. begins with deciding transferred into a form to
about the message to be be sent and decoded by
conveyed. It must be the receiver.
ensured that the main
objective of the message
is clear.
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Channel
Decoding
Channels are the way you
convey your message. Decoding is on the Receiver
These channels include receiving end of
Receiver is a person for
verbal such as telephone, communication. This
whom the message is
and face-to-face stage is just as important
intended or aimed. The
conversations as well as as encoding.
degree to which the
non-verbal such as e-mail Communication can go
decoder understands the
and text messaging. Each downhill at this stage if
message is dependent
individual channel has its the receiver is not
upon various factors such
strengths and practicing active listening
as knowledge of
weaknesses in terms of skills or if they do not
recipient, their
communicating. possess enough
responsiveness to the
information to accurately
message, and the
decode the message.
reliance of encoder on
decoder.
Feedback
Feedback is the main component of Context
communication process as it permits Context is the setting and situation in
the sender to analyze the efficacy of which communication takes place. Like
the message. It helps the sender in noise, context can have an impact on
confirming the correct interpretation of the successful exchange of
message by the decoder. Feedback may information. It may have a physical,
be verbal (through words) or non- social, or cultural aspect to it. In a
verbal (in form of smiles, sighs, etc.). It private conversation with a trusted
may take written form also in form of friend, you would share more personal
memos, reports, etc. information or details about your
weekend or vacation, for example,
than in a conversation with a work
colleague or in a meeting.
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ASSESSMENT
TASK 1: Quiz on the elements of communication to test understanding.

TASK 2: Explain the process of communication through the diagram below.
COMMUNICATION PROCESS
Source: https://cyber-terrorism.weebly.com/blog/why-do-terrorist-cells-use-the-internet
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
_______________________________________________________________________.

Content/ Relevance----------------------------------10
Language-------------------------------------------------6
Clarity-----------------------------------------------------4
20 pts.
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TOPIC 3: COMMUNICATION MODELS
PRE- TASK
Read the following questions and answer each briefly in one paragraph of
ten sentences.
Questions:
1. Why is communication important to you?
2. Why is communication important to society?
3. Why do you think communication skills are considered to be essential in being good
citizens?
COMMUNICATION MODELS
A model of communication refers to the theoretical model in explaining the
process of communication. Through a communication model, one can easily understand
a process and make learning simple. You will realize the importance of these models, for
they will help you know the communication flow in order to avoid pitfalls. There are
several models of communication, but in this lesson, you will be presented to six: (1)
Aristotle’s model; (2) Shannon-Weaver’s model; (3) Osgood- Schramm’s model; (4)
Laswell’s model; (5) Berlo’s model; and (6) Tubbs’ and Moss’ model of communication.
ARISTOTLE’S MODEL OF COMMUNICATION
Source: https://www.communicationtheory.org/aristotle%E2%80%99s-communication-model/
Aristotle takes the initiative to create the first model of communication. He

found the importance of audience in this model. Aristotle explains that the speaker is
completely in charge of the process. Aristotle’s Model of Communication is formed with
five basic elements: Speaker, Speech, Occasion, Audience and Effect.
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The speaker should adjust the content of his or her message according to the
occasion the speech is to be delivered to, so the audience will respond and be
influenced. The speaker shall put his thoughts in influencing manner to achieve a
desired effect. Thus, Aristotle’s model is said to be generally accepted and most
common model of communication. This model is used to excel in public speaking,
seminars, and lectures where the speaker passes on the message to the receiver and
respond accordingly.
SHANNON- WEAVER’S MODEL OF COMMUNICATION
Source: https://www.businesstopia.net/communication/shannon-and-weaver-model-
communication
Claude Shannon and Warren Weaver wrote an article in Bell System Technical
Journal entitled “A Mathematical Theory of Communication” that made them proposed
the Shannon- Weaver Model of Communication. This model is also known as
“Telephone Model” which is deemed to be the “mother of all models”.
In this model, the sender is the source of the message while the encoder
transmits the message into signals (mobile phone/ telephone). The decoder on the
other hand, is the receiver of the signals. The receiver is the person who decodes the
message and provides feedback. If there is no signal, difficulty to send and receive
messages will happen. Noise is another factor that may affect process since it is a
disturbance which blocks the message to be sent and received.
OSGOOD- SCHRAMM MODEL OF COMMUNICATION
Source: https://www.communicationtheory.org/osgood-schramm-model-of-communication/
10
Communication is a two-way process which involves sender and receiver
according to Charles Egerton Osgood. He believes that communication is circular. Each
person acts as both sender and receiver and hence uses interpretation. When different
meanings are interpreted, semantic noise occurs which makes the message difficult to
understand. On the other hand, Wilbur Schramm believes that communication is
mutual. The sender and receiver should have a common field of experience in order to
interpret the message.
Source: https://nmtp04carollim.wordpress.com/2009/11/23/review-on-different-models-of-
communication/
LASWELL’S MODEL OF COMMUNICATION
Source: https://www.communicationtheory.org/lasswells-model/
Harold Dwight Laswell (1948) developed the communication model highlighting the
five elements such as WHO, WHAT, CHANNEL, WHOM, and EFFECT. This model is
considered one-linear without FEEDBACK unlike in Shannon-Weaver’s model of
communication. The process of communication starts on the communicator (WHO)
conveying the message (says WHAT) using a medium (in which CHANNEL) for a receiver
(to WHOM) which will give effect (with what EFFECT) after receiving the message. This
model may have a little similarity to Aristotle’s since they are linear, but still bears
differences for it has different variables involved.
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BERLO’S MODEL OF COMMUNICATION
Source: https://www.communicationtheory.org/berlos-smcr-model-of-communication/
In 1960, David Berlo conceptualized a communication model initially known as
SMCR: sender, message, channel, and receiver. The source is the encoder as such
he/she practices communication skills including attitudes, knowledge, social system, and
culture. The second variable, message, constitutes the content, elements of the
language like gestures, treatment or manner by which the message is transmitted,
structure of the message, and the codes in which the message is sent (verbal and
nonverbal codes). The third variable is the highlight of the model, CHANNEL, which
includes the five senses: hearing, seeing, touching, smelling, and tasting by which the
decoder receives the transmitted message by the source/ encoder. Lastly, the fourth
variable, receiver, is the one who decodes the message in which spots the same
elements as of the source to achieve successful communication. However, this model
was later modified adding on the NOISE as a factor naming it as SMCRN Model.
TUBB’S AND MOSS’S MODEL OF COMMUNICATION
Source: https://trangchuthanh.wordpress.com/2011/09/10/tubbs-moss-model-of-human-communication/
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Stewart L. Tubbs’ and Sylvia Moss’ Model of Communication is among the latest
known model that meaningfully explains the communication process. Developed in
1983, this model describes the sender who encodes the message and the receiver who
decodes/ perceives the message. Tubbs asserts that Communicator 1 and
Communicator 2 both affect each other in any communication activity. Tubbs focuses
on the five most important components of human communication such as “input”,
“filter”, “channel”, and “noise” also known as “interference”. Having INPUT as Tubbs
stated, “all the stimuli, both past and present, which gives us our information about the
world” (Tubbs & Moss 2006, p.11). It means that understanding the social background
of both communicators will contribute to smooth flow of communication. Tubbs also
introduced FILTER which stresses that “all inputs and sensation of communicating
process are controlled by the limitations of human ability to understand the received
messages” (Tubbs & Moss 1983). Limitations brought by influence of culture or context
may occur and hinder the communication process. He also discussed CHANNEL, the
means of communication in which the message is transmitted and INTERFERENCE which
anything that distorts the process and may appear anytime. Note that using a right
channel will aid the effectiveness of communication.
All the communication models express the nature of communication process and
explain how complex communication is. Human communication is not an easy course.
Few factors may impede it as we go along the process, but communicating is inherent
and a part of our existence and a means of survival to humans.
ASSESSMENT
TASK 1: Quiz on the models of communication to test understanding.

.
TASK 2: Watch a movie or television show. Describe the interaction between and
among the people in it. Create a diagram using one of the communication
models discussed earlier that shows how this model illustrates the various
components of communication. Explain the diagram comprehensively.
Content/Relevance----------------------------------20
Language-----------------------------------------------10
Creativity-----------------------------------------------10
Clarity---------------------------------------------------10
50 pts.
13
TOPIC 4: COMMUNICATION PRINCIPLES AND
ETHICS
PRE-TASK
Analyse the picture below and answer the questions comprehensively.
Source: https://luscumaperi.wordpress.com/behavioral-science/new-body-language/naval-intelligence-or-
the-belly-button-rule/
Who among the people in the picture show commitment or genuine interest in
communication? Explain briefly.
PRINCIPLES OF EFFECTIVE COMMUNICATION

Source: Madrunio, M. & Martin, I. (2018). Purposive communication using English in multilingual contexts. C& E Publishing. Inc. (pp. 39-40)
Principles as observed are pivotal to make an effective communication since

communication is a two-way process. Communication activities shall be applied with
proper ethics.
1. Know your purpose in communicating. Are you communicating basically to inform, to
entertain, or to persuade? While you may have more than one purpose, there is still a
more dominant objective or reason why you communicate.
2. Know your audience. In both speaking and writing, you should know your audience as
it will dictate the speaking or writing style you are going to employ. Consider the age,
educational background, profession, culture, and other salient features of your listeners
and readers.
3. Know your topic. You communicate essentially because you want to share something.
In speaking situations, speakers are invited because they have something to share. This
14
also applies to writing. You write because you wish that other people learn something
from you. You may then utilize several or multiple communication techniques to easily
catch the attention of the audience.
4. Adjust your speech or writing to the context of the situation. The environment in
which your speech or writing is to be delivered determines the kind of language you will
use.
5. Work on the feedback given. Once you receive comments from the listeners. Readers,
work on them. Take kindly to criticisms. In the long run, constructive criticisms will
prove beneficial to you as you learn to address them.
ETHICS OF COMMUNICATION
Why do we need ethics when we communicate? Ethics is a substantial chunk of
communication process. Communication ethics empowers the morals of humanity
during conversations. It is important to note our behaviours when talking as to provide
harmonious relationship with others. The power of ethics is simply rewarding. We can
make a difference in preserving ethical communications. And to stop disinformation and
fake news, ethics is necessary in order to build trust with the people we connect.
Be guided by the following to achieve ethical communication:

Source: Madrunio, M. & Martin, I. (2018). Purposive communication using English in multilingual contexts.
(pp. 40-41)
1. Establish an effective value system that will pave the way for the development of
your integrity as a person. One’s behaviour and decision- making style affect, in turn,
the operations of an organization.
2. Provide complete and accurate information. Whether it is needed, or not, the data
you provide should always be contextualized and correct.
3. Disclose vital information adequately and appropriately. Never conceal or hide
information that are necessary for purposes of transparency.
ASSESSMENT
TASK : Your teacher will ask you to watch a video clip. Present a one/two-page sound critical
analysis of the communication situation/s in the clip. You should be guided by the principles and
ethics of effective communications. (https://www.youtube.com/watch?v=JBx-mz4oPwc)

Comprehensiveness------------------------------- 20
Support/Evidences---------------------------------30
Appropriateness of ethical principles used--30
Consistency of argument-------------------------20
100 pts.
15
LESSON 2: COMMUNICATION AND GLOBALIZATION
Topics
1. Globalization
2. Local and Global Communication in Multicultural Settings
3. Varieties and Registers of Spoken and Written Language
Learning Outcomes
1. explain how cultural and global issues affect communication;
2. appreciate the impact of communication on society and the world;
3. determine culturally appropriate terms, expressions, and images
(sensitivity to gender, race, class, etc.); and
4. adopt cultural and intercultural awareness and sensitivity in
communication of ideas.
TOPIC 1: GLOBALIZATION
PRE- TASK
Read the essay “Flight from Conversation” written by Sherry Turkle from The
New York Times. You may access the full work via the following link:
https://www.nytimes.com/2012/04/22/opinion/sunday/the-flight-from-
conversation.html. Read the full article for the questions and discussion in class.
After- Reading Questions:
1. How often do you have conversations? Have their always been people who had
trouble conversing? Are there more or fewer of them now?
2. What is the main idea of Flight from Conversation by Sherry Turkle? Do you agree
with it?
3. If you had to take the other side, how would you disagree with her?
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WHAT IS GLOBALIZATION?
The world seems to be changing continuously with the advent of technology
which has affected us in multifarious ways. In a single click, one can communicate
internationally through sending a text message or video calling which connects you to
someone. Some use chat via messenger and any other application which are channels
for communication. This contemporary world is becoming more flexible than before. It
makes use of new opportunities for people like politics, trades, services, education, and
even helps personal and professional growth. Globalization can be defined as an
extensive network of economic, cultural, social and political interconnections and
processes which goes beyond national boundaries’ (Yeates 2001).
Read the excerpt “What is Globalization Anyway? Written by Alex Gray (World
Economic Forum in 2017) to understand the meaning of globalization and how it
impacts communication. You may access the full work via the following link:
https://www.weforum.org/agenda/2017/01/what-is-globalization-explainer/
EXERCISE
Write your answers on a separate sheet of paper for submission.
Complete the table below by separating the benefits of globalization
from its negative effects based on the text above. Put only words,
phrases, and clauses.
Benefits of Globalization Negative Effects of Globalization
EFFECTS OF GLOBALIZATION
In a global setting, it is a challenge for communicators to convey their messages
effectively. Even though, people from the same origin speak the same language, there is
still much of misunderstanding in between that cause communication breakdowns. One
immediate impact of globalization is on cross- cultural communications. Confusions due
to cultural differences and ethnicity are lessened through globalization. As society
becomes more and more global, communication across countries befits easier and extra
convenient to everybody. Communications vital for education especially businesses is
successfully able to fulfil services and communicate cross- culturally which brings
competitive advantage to businesspersons. Exposure to various cultures leads to
positive outcomes in which we can avoid biases and prejudices among people with
countless cultures. This increases our sensitivity and awareness to meet and deal with
individuals who do not belong in similar society.
Furthermore, "global village," has been coined by theorist Marshall McLuhan
which means an interconnection of global communication and technology. Both
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affected by globalization, people around the world are becoming more inclined to the
utilization of technology in everyday living especially when communicating. Distance is
no longer a hindrance to connect with someone, for example, a Filipino who is living in
US talks to his relatives in the Philippines via a telephone call. The widespread of
technology has changed the life of people where communication had been made at
ease to see and connect with others on the other side of the world.
ASSESSMENT
TASK 1: Prepare a reaction paper about the article you read, “The Flight from
Conversation” with the following basic parts: Introduction, Body, and Conclusion. Limit
your output to 2 pages (short bond paper) using Arial, font size 12, with single spacing
and 1” margin on all sides.

Diction-------------------------------------------------10
Idea Development----------------------------------10
Style----------------------------------------------------10
Conventions------------------------------------------10
Organization------------------------------------------10
50 pts.
TASK 2: Prepare an Infographic about globalization. The following information

should be found in the Infographic:
1. Definition
2. Positive and Negative Effects of Globalization
3. Effect of Globalization to Global Communication
Content-------------------------------------------------8
Creativity-----------------------------------------------8
Task Achievement------------------------------------4
20 pts.
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TOPIC 2: LOCAL AND GLOBAL COMMUNICATION IN
MULTICULTURAL SETTINGS
PRE- TASK
MODIFIED TRUE OR FALSE. Assess the following by writing Purposive on the

space provided if you agree on the statement, otherwise Communication if you
disagree.
1. Maintaining eye-contact with the person you are talking to signifies self-confidence.
2. A speaker should always express his/ her thoughts implicitly.
3. All cultures have the same way of thinking about communication.
4. Interaction in communication shall be between and among cultures.
5. Everyone should value others’ cultures.
6. There should be respect between the communication rules of other cultures aside
from their own.
7. One’s culture is superior to other cultures.
8. Every man should be equally sensitive to the concerns of people around them.
9. A person should be afraid to interact with the members of minority culture.
10. There is no such thing as right or wrong culture.
INTERCULTURAL COMMUNICATION
Read the intercultural exchange between a seller and a customer.
Arab seller (after noticing a potential customer walking by): Uh, English?
You’re from English? Are you?
Chinese customer: It’s none of your business.
Arab seller: Who learn English? Uh, come inside. Come in.
Excerpt from Arent, R. The pragmatics of cross- cultural bargaining (1998).
• What is your initial reaction on the seller and customer’s exchange of

conversations?
• What do you think the Arab seller try to say to Chinese customer?
• Do you think they both achieve successful communication?
• How does difference in culture affect our communications?
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Most of the time, communication exchange from another’s culture becomes
difficult that communicating today is a tough task to do, thus needing a proper way to
converse. Intercultural communication as defined by Arent (2009) is “a way of sending
and receiving messages across languages and cultures. It is also a negotiated
understanding of meaning in human experiences across social systems and societies.”
Why is there a need to understand intercultural communication? People belong to
diverse cultures; thus, use various languages resulting in intercultural
miscommunication. Lack of knowledge towards cultural diversity is indeed a concern of
society which makes situations very complicated. Every individual thinks, feels, acts, and
behaves differently; therefore, we should display communicative behaviours which will
elicit intercultural understanding. Intercultural communications looks at how people
communicate whether verbally, nonverbally, or visually to build good relationships
among others.
Read the essay “Communicating across Cultures” written by Carol Kinsey Goman
in 2011 to better understand Intercultural Communications. You may access the full
work via the following link:
https://www.amanet.org/articles/communicating-across-cultures/
EXERCISE:
Comprehension Question:
1. How does each of the following items differ from one another?
a. high- context vs. low context
b. sequential vs. chronic
c. affective vs. neutral
COMMUNICATING IN A MULTI-CULTURAL SOCIETY

Working in a global workplace means much more and requires the need for
greater interpersonal skills. Communicating with other people belonging from
unfamiliar cultures poses a challenge. Global communication must be put in a
framework of understanding and should be between and among cultures. Culturally
appropriate ways are good points in improving intercultural competence. Knowing that
no culture is superior to other cultures and is different and no similar, checking for
understanding and communicating clearly is a must.
Here are few examples of communication in a global setting:

Source: Tejada, K. C., Agena, M. G., Rodriguez, E., & Panganiban, P. (2018). Purposive communication.
(pp. 24-25)
✓ Begging is a shameful act in Chinese culture that when McDonalds

released its new TV ad containing a Chinese man kneeling and begging to
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accept his expired coupon before a McDonald’s vendor, the ad caused a
tumult to McDonald Corporation.
✓ Japanese people value their business cards as part of their lives that
when they hand over their business cards, they put great care and
attention. When people just accept it with haste and put it somewhere,
for example, in a trousers’ pocket, this behaviour means faux pas to
them.
✓ Gerber is a food for babies, but when it was started selling at Africa and
Middle East countries, the women there pictured that the food they are
buying is the representation of the pictures outside the product. They
believed that there is a baby inside or a part of a baby is put in the
product.
✓ In Ireland, Irish Mist is a whiskey produced in this place; however, Mist
means “crap” in Germany.
✓ Buddha is a sacred image of one’s belief that when the film “Holywood
Buddha” was released, it created an outrage in Sri Lanka, Myanmar, and
Malaysia when the lead actor was seen sitting on the Buddha’s head. This
simply means disrespect to something treasured and holy.
In the workplace of various instances, three strategies are showed below to

mend intercultural competence.
STRATEGY EXAMPLES
ACCOMODATION Several persons adjust their work hours to pray depending on their
religion.
ASSIMILATION Some Non Catholics do the signing of the cross.
SEPARATION Rare individuals prefer to eat lunch alone.
Quite a lot of people attempt to preserve their identity by resorting to

Accommodation to establish interaction with others having a dominant culture. For
example, Muslim women wear sari, a long and beautiful piece of fabric to work as a
deed of modesty to cover their arms, legs, belly, and shoulders which embodies their
own culture. This strategy simply means that members of the different culture maintain
its own identity while establishing relationships with the members of dominant culture.
On the other hand, the strategy of Assimilation means that a member with
varied culture attempts to fit in with the members of dominant culture. For instance,
Catholic people do the sign of the cross when they pray; while Non Catholics do not.
However, if a Non Catholic individual is joined on a dominant culture, (i.e. Catholics), he
or she unconsciously acquires the dominant culture. In some instances, when people
wants to isolate themselves from the members of dominant culture and resist
interaction with others. Like the indigenous people living in the island of Mindoro
known as “Mangyans” refuse to change their norms that no other culture could
interfere their ways and practices. This strategy is known as Separation.
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Every day, we feel the cost of cultural insensitivity when communicating which
often leads to unnecessary misunderstanding among people. In global communicative
situations, the challenge is to understand and accept one’s own culture, belief, and
norm in order to attain meaningful intercultural communication and address cultural
changes.
ASSESSMENT
TASK 1: Quiz on the three strategies to test understanding.
TASK 2: Conduct an interview on different intercultural modes of

communication. Interview can be made through audio/ video- recorded/or face to face.
Online video interviews or emails are also allowed as long as documentation is provided.
Results of interview shall be put in a PowerPoint presentation together with the video
clips and pictures during interview for submission. Choose one from the target
interviewees below:
1. Non-Filipino businessperson (expat)
2. Parents or relatives working abroad
3. Friends living abroad
Interview questions:
1. What are your pleasant experiences in communicating with Filipinos/ Non-
Filipinos?
2. Have you experienced challenging situations communicating with other
nationalities? How did you deal with these challenges?
3. Have you noticed how other nationalities communicate? Describe the
similarities and dissimilarities.
4. What advice can you give to improve intercultural competence and
sensitivity?
Content------------------------------------------------10
Data presentation-----------------------------------10
Task Achievement-----------------------------------10
30 pts.
TASK 3: List at least ten (10) differences between cultures as regards their nonverbal
code.
22
TOPIC 3: VARIETIES AND REGISTERS OF SPOKEN
AND WRITTEN LANGUAGE
PRE- TASK
Can you match these common British English words with their American equivalent?
British English American English

1. film a. cookie
2.sweets b. faucet
3. subway c. pavement
4. holiday d. candy
5. tap e. pants
6. trousers f. vacation
7. lift g. gas
8. pavement h. movie
9. biscuit i. elevator
10. petrol j. sidewalk
WORLD ENGLISHES
One important effect of globalization is the rise of World Englishes also coined as
“New Englishes” where a country has its own variant of English. A good definition views
World Englishes as “the wide-ranging approach to the study of the English language
worldwide particularly associated with Braj B. Kachru and other scholars working in a
23
world Englishes paradigm” (Bolton, 2004, p. 367). It deals with the history of
colonization which readily affects the perspective of language in a certain country.
English language has been introduced as the medium of communication and instruction
which is utilized in commerce, government and education. In some parts of the world
aside from Philippines, like in Australia, New Zealand, Canada, South Africa, etc., the
colonial history of English has made a huge impact in the language of these countries.
The following terms are defined for further explanations of English variety and
prevalence:
(a) English as a Second Language (ESL): This variety of English has arisen due to
introduction of English in the colonial era where increase in the number of English
speakers is prevalent. In ESL countries like Philippines, Sri Lanka, and Nigeria, English has
a massive role to play as medium for government and commerce, chiefly education.
(b) English as a Foreign Language (EFL): This variety typically pertains to English used in
other countries like Japan, Korea, China, Europe, Brazil, etc. in which its influence has
been caused by external factors like international purposes. EFL countries do not use
English for creative writing unlike in ESL countries. Globalization has brought an
enormous effect to these countries which made English customary and widely used.
Some examples of World Englishes are Singapore English, West African English,
Indian English, and Filipino/ Philippine English. As Philippines was once a colony of an
English country, the English functions as a Second Language used in various contexts.
Globalization has allowed Filipinos to have an ample exposure to English and learn
English in some variant ways. This was significant in Malicsi’s (2007) study, which is
entitled, Philippine English: A Case of Language Drift which stated that this genetic drift
is caused by language practitioners like media experts, some leaders in politics and
Filipino teachers of English who diffuse information through cultural transmission and
suddenly becomes a norm in the society.
Filipino- coined words are categorized under Philippine English which includes,
halo-halo, balikbayan, derma, dirty kitchen, congressman, senatorial, bedspacer,
despedida, high blood/ makes my blood boil, thin line (fine line), everyday (every day),
stick (cigarette), studentry, promdi, motel, blow out, among others which are used for
communicating with co- Filipinos. In this modern age, Philippine English must be
considered unique for its own feature and purpose. The use of Filipino English is not
seen as error, but as a distinctive feature belonging on a large piece of World Englishes.
ASSESSMENT
TASK 1: Make a list of vocabulary items (10) that each use Philippine English and
provide their counterparts in Standard English.
24
Philippine English Standard English
VARIETIES OF ENGLISH
Both British English and American English are variants of English. British English
is a dialect of English language used in United Kingdom regularly employed in spoken
and written discourse. While, American English (US English) is a variety of English
language native to United States and is commonly the most dominant variant of English.
Although technically that we follow the Standard English, there are differences between
American and British English. These can be differentiated in three ways: language
conventions, vocabulary, and cultural values.
Here are some of the key differences in language use conventions.

Aspect American English (US) British English (UK)
Date August 24, 2020/ 24 August 2020/
August 24th 2020/ 24.08.2020
8/24/2020
Spelling (ou) humor, behavior Humour, behaviour
Hyphens cooperation, pretrial co-operation, pre-trial
Spelling (z or s) recognize, sympathize recognise, sympathise,
Spelling (l or ll) traveled, counseled, travelled, counselled,
Grammar Did you finish your homework? Have you finished your
homework?
Period and She said, “I’ll arrive tomorrow.” She said, ‘I’ll arrive
comma tomorrow’.
Here are some key vocabulary differences.
BRITISH AMERICAN
aluminium aluminium
lift elevator
biscuit cookie
grey gray
manoeuvre maneuvre
plough plow
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programme program
metre meter
centre center
post mail
sweets candy
fall autumn
Yours faithfully Respectfully yours/ yours truly
Yours sincerely Sincerely yours
Here are some key cultural values.

• British English tends to be vague; while, American English is direct.
• British English is less slangy than American English.
• British English is inclined on old phrases unlike American English (e.g. (BE)
knickers in a twist- agitated/ (AE) ruffled feathers- agitated).
ASSESSMENT
TASK 2: Look at these pairs of words below. Tell whether they are British or
American English.
1. theatre; theater
2. garden; yard
3. authorize; authorise
4. soccer; football
5. knock on wood; touch wood
6. truck; lorry
7. trainers; sneakers
8. mobile phone; cell phone
9. enrollment; enrolment
10. color; colour
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LESSON 3: EVALUATING THE MESSAGE
Topic
1. Multimodality
Learning Outcomes
1. evaluate multimodal texts critically to enhance receptive (listening,
reading, viewing) skills;
2. convey ideas through oral, audio- visual, and/ or web-based presentations
for different target audiences in local and global settings using appropriate
registers; and
3. adopt awareness of audience and context in presenting ideas.
TOPIC: MULTIMODALITY
PRE- TASK
Study the following print ads below and give a short description of your
observations.
____________________________
_______________________________
_______________________________
_______________________________
_______________________________
_______________________________
____________________________
_______________________________
_______________________________
_______________________________
_______________________________
____________________________
Source: https://www.filipiknow.net/wp-content/uploads/2014/11/KFC-ChickenSad-advertisement.jpg
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MULTIMODALITY
Words and images are mutually powerful tools to deliver messages to people.
These channels simply rely on images and words to communicate especially in this kind
of era- that digital communication is rampant and obviously a global trend. 21 st century
learners are enclosed to living in a multimedia environment where countless digital
media like televisions, videos, and social media are used by everyone who needs to
evaluate such and decode the message.
Look at the illustration below and answer the following questions useful in
evaluating texts and images. What is the message?
Gender equality
How is the message conveyed by the text and/ or
image?
It shows a same-sex couple holding each other’s
hands.
Who is the target audience of the message?
Public
Is the ad effective or ethical?
It appeals offensive to the part of someone who does
not approve same –sex marriage. It seems taboo to
the belief that a man should be married to his
opposite sex (woman) not to a man.
What is the effect of the message when conveyed?
The effect of the message is either positive or
negative that to someone who approves same sex
relationship, it is likely affectionate, in contrast that it
is a shame to people who are not advocates of
homosexuality.
Source: https://www.randomrepublika.com/wp-content/uploads/2015/02/Vince-Uy-Nino-Gaddi-
Love-All-Kinds-of-Love-Paint-their-Hands-Back-Bench-Billboard-Guadalupe.png
1. What is the message?

2. How is the message conveyed by the text and/ or image?
3. Who is the target audience of the message?
4. Is the advertisement effective or ethical?
5. What is the effect of the message when conveyed?
IMPORTANCE OF MULTIMODAL TEXTS

Multimodality uses more than one means of communication which stimulates
semiotic meanings (symbols, images, gestures). A multimodal text can either be one of
the following combinations of two or more semiotic systems (Anstey and Bull, 2010).
▪ Visual: colour, image, direction
▪ Audio: pitch, volume, sound effect, rhythm
▪ Linguistic: vocabulary, grammar (oral and written language)
▪ Gestural: speed, movement, gestures like facial expression and body language
▪ Spatial: layouts, direction, proximity
The creation of multimodal texts can be one of the following (Tejada, et.al, 2018):
28
• Digital (films, slide presentations, vlogs, blogs, web pages, social media,
animations)
• Textbooks, comics, brochures, pamphlets, posters
• Live events
• Trans media (combination of multiple modes)
ASSESSMENT
TASK 1: Look at these advertisements. Do an analysis of the following
using the five questions on the previous page. (Ad Blurbs)
1.
_____________________________
_____________________________
_____________________________
_____________________________
_____________________________
_____________________________
_____________________________
2.
_____________________________
_____________________________
_____________________________
_____________________________
_____________________________
_____________________________
_____________________________
3.
_____________________________
_____________________________
_____________________________
_____________________________
_____________________________
_____________________________
_____________________________
_____________________________
Source: https://encrypted-tbn0.gstatic.com/images?q=tbn%3AANd9GcR0b1QSs-
pBbwvzxtREgU4GMMe9TThfg7UI7A&usqp=CAU
29
TASK 2: Create a promoting flier of your course/ program (i.e. Architecture,
Engineering, and Technology).
Attractiveness -- -----------------------------------20
Content-----------------------------------------------10
Creativity---------------------------------------------10
Graphics----------------------------------------------10
50 pts.
TASK 3: Create a 60- second multimodal presentation of Public Service

Advertising (PSA) about the Covid-19 Global Pandemic Outbreak. Study the
example below @
https://www.youtube.com/watch?v=5JrtpCM4yMM&list=PL3Dxyhb6dAsBJdp0jJq8hbdN
u-DI5OvLI&index=1
Multimodality-----------------------------------------20
Language-----------------------------------------------10
Creativity-----------------------------------------------10
Rhetorical Awareness-------------------------------10
50 pts.
30
LESSON 4: COMMUNICATION AIDS AND STRATEGIES
USING TOOLS OF TECHNOLOGY
Topics
1. Communication thru Social Media
2. Presentation Media
Learning Outcomes
1. convey ideas through oral, audio- visual, and/ or web-based
presentations for different target audiences in local and global settings
using appropriate registers; and

TOPIC 1: COMMUNICATION THRU SOCIAL MEDIA
PRE- TASK
Do research and conduct interviews to generate data and information about

various forms of social media. Write your answers on the table.
Social Icon Description Primary Advantage Disadvantage
Media Use
Facebook
Twitter
Instagram
Pinterest
Gmail
Messenger
Skype
Youtube
Dropbox
Yahoo
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COMMUNICATION THRU SOCIAL MEDIA
Today, communication has allowed the novel era to make it faster and easier.
The old modes of communication are now rarely used by people since convenience and
the quickness of message delivery matter. In the past, messages can be formed through
telegrams or even landline telephone conversations. At present, social media have
taken part as means of communication especially in dealing intercultural
communications. Online communication channels have paved their way thru global
trend that people normally used for various purposes. Facebook, Messenger, Instagram,
and Twitter are most commonly used forms of social media in which people send and
receive messages. These social media are becoming an inherent fragment of people’s
lives online. Social media have brought a colossal advantage in business, education,
politics, and governance which dominate the world.
Read the news report about the use of Social media in the Philippines entitled
“Pinoys Top Social Media Users, According to Study” by Miguel R. Camus (2017) @
https://technology.inquirer.net/58117/pinoys-top-social-media-users-according-study
to sharpen your understanding on social media.
EXERCISE:
Comprehension Question:
1. What conclusions can you draw from the news report you have read?
Write a brief essay (500 words) of your reaction.
ASSESSMENT
TASK : Create a post on your chosen social media platform (Facebook, Instagram,
Twitter) to talk on these themes. Choose one theme and give a 21st century
twists on your selected theme. Gain reactions (heart emojis) from your readers
or viewers and print your post in a short bond paper for submission.
THEMES:
✓ Actions speak louder ✓ You can’t please
than words. everyone.
✓ There is strength in ✓ All that glitters isn’t gold.
numbers. ✓ All is fair in love and war.
✓ Charity begins at home. ✓ When life gives you
✓ You can’t judge a book by lemons, make lemonade.
its cover.
✓ Love is blind.
✓ Ignorance is bliss.
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Number of Reactions -------------------------------10

Language-----------------------------------------------10
Creativity-----------------------------------------------20
Clarity---------------------------------------------------10
50 pts
TOPIC 2: PRESENTATION MEDIA
PRE- TASK
Watch “The World’s Worst Research Presentation” on YouTube @

https://www.youtube.com/watch?v=nSGqp4-bZQY. After watching this, answer the
questions that follow.
Questions:
1. What is your impression about the video?

2. What are the problems identified in the video of research presentation?
3. In what types can the presentation be improved?
AUDIO-VISUAL PRESENTATIONS
Bad presentations can distance your audience; therefore, you need to ensure a
good presentation which will bring extra effort to your work and augment your
credibility. To do that, people, nowadays, use ways of presenting ideas thru technology
tools; however, some are still not familiar with the other means of presentations. In
presenting, of course you have to make sure that everyone hears you or sees your
presentation specially if your audience is a big crowd. One good example of
presentation media are Audio Visual Presentations.
Audio Visual Presentations are works with both sound and visual facets used to
create and present such slide presentations, films, televisions, and podcasts. The
existence of these presentations understands the environment of audio visual learning
which makes it far easier. Some audio visual media presentations are presented below:
3
Type Description
Digital Slide This medium is similar of that PowerPoint which you
can input texts, images, videos, and sounds in the
presentation.
Podcast This features digital audio files which provide
convenient way of listening to engage on the
discussion or a specific topic.
Film This is a motion picture which communicates ideas,
feelings, stories, and others accompanied by sounds,
images, people and any forms for viewing.
Television Program This is a television show which the content is utilized
for viewing over-the-air showed on assigned schedules
for broadcast available anytime.
WEB- BASED PRESENTATIONS

Web- based presentations are played using web browser generated from
presentation software. This can be inserted with videos, images, audios, and other
multimedia. This is also compatible with multiple browsers which can be easily edited
and changed. Sample web- based presentations are provided as follow:
Type Description
Blog (Weblog) This is an organized web page run by a person or a
group of persons which contains online written
conversations to discuss a topic. It can be reflections,
comments, experiences, observations, opinions, etc. It
is often linked to other websites available on the
Internet.
Vlog (Video blog) This is a blog in a form of video embedded with texts
and images regularly recorded and popularly shared in
YouTube unlike blogs. This is often entertaining which
delivers such topics broken down into multiple parts.
Video This is a sequence of moving visual images often
recorded with or without audio. It can be used for
recording, broadcasting and others for presentations. It
entertains your audience aside from listening to
captivate them and deliver your message.
Web page This is composed of documents displayed in a browser
supported by web sites. Examples are Google Chrome,
Firefox, and Internet Explorer. Live web pages can be
inserted on your PowerPoint presentations useful to
show your audience.
33
Several speakers use Multimedia Presentations to enhance their presentations
and captivate attentions of their audiences. Both audio visual and web- based
presentations are great help in augmenting the appearance of your presentation. Given
these mediums, it will increase impact to visually communicate wide range of people
and present complex ideas.
ASSESSMENT
TASK: Choose one type of audio visual or web- based presentations and create
an audio-visual and/ or web-based presentation to promote cultural values (e.g.
respect for elders, bayanihan spirit, etc).
Originality ------------------------------------------------30
Technicality-----------------------------------------------10
Graphics---------------------------------------------------20
Organization----------------------------------------------20
Clarity-------------------------------------------------------10
100 pts.
34
LESSON 5: COMMUNICATION FOR VARIOUS
PURPOSES
Topics
1. Types of Communication
2. Types of Speech Delivery
Learning Outcomes
presentations for different target audiences in local and global
settings using appropriate registers;
2. create clear, coherent and effective communication materials;
3. present ideas persuasively using appropriate language registers,
tone, facial expressions, and gestures; and
TOPIC 1: TYPES OF COMMUNICATION
PRE- TASK
Read very carefully the text in the box and answer briefly the questions that
follow.
Industrial engineers can work almost anywhere. Some work in places like car
manufacturing plants or food processing plants while others work in health care facilities.
Some work for management consulting firms while others work for organizations such as
banks.
Industrial engineers are concerned with management, in the broadest sense of the
word. Their role is to help management to improve their efficiency, their effectiveness, their
productivity, and their resources. They help companies to stay competitive in the market. I
see their job in terms of three key points: there is the question of profitability- the most
advantageous deployment of all elements; there is the safety of cost- the economics of
production; and there is the very important issue of human safety and well-being. These
three key questions have to be balanced carefully.
Adopted from Williams, I. (2009). Professional English: English for Science and engineering.
35
Write your answers on the sheet of paper for submission.
1. In the broadest sense, what is an Industrial Engineer?

2. Based on your answer in item 1, what purpose does the text serve? Explain briefly.
INFORMATIVE COMMUNICATION
` There are several communication situations which we encounter ubiquitously. Most
people use informative speech to educate their audiences. People try to reach or influence to
pack the brain with info. Informative speech is a type that aims to inform or to edify someone
with a particular topic of factual information.
Informative communication tells factual details like what is presented in the Pre-Task.
After reading the text, you will be knowledgeable about “Industrial Engineers”. It imparts
informative messages about industrial engineers and their jobs in the industry. The topic
covered in an informative speech gives a better understanding to a subject matter. No personal
comments, opinions, biases, or unsubstantiated information should be included in an
informative speech.
Informative speeches are subdivided into four methods of informing: definition,
description, demonstration, and explanation. Definition entails clear concepts to define
something for informative speaking. For example, using etymology, you can give a short and
overt meaning. It can enhance your body of knowledge about the word’s origin. In early 15 th
century, Communication is defined as an “act of communicating, act of imparting, discussing,
debating, conferring” from the Latin word communicare which means “to share, divide out;
communicate, impart, inform; join, unite, and participate in”(Oxford English Dictionary).
Etymology provides of an overview of how a word emanates to its present-day meaning.
Likewise, pictures inform audience through description. “Pictures are worth thousand
words”, they say. It creates verbal pictures to convey messages to its audience. Good
descriptions containing facts elicit concepts that are vivid and explicit. Using the senses,
describing a thing will evoke reactions to your audience like when you imagine yourself passing
by a coffee shop, inhaling the aroma of this hot black Italian espresso. Probably, you will drop
by to this shop, buy this aromatic drink and savour its taste. And your audience who are coffee
lovers will definitely want to sip this hot drink in an instant.
Some speakers give directions or steps on how to do something while demonstrating it
before their audiences. Simply, they inform through demonstration where they typically educate
their audience by demonstrative speaking. Albeit persuading their audience, still the goal of the
speaker is to inform about the product he or she is selling, for example. Infomercials
(Information commercials) are best illustrations of informative speaking. While the speaker tries
to inform his or her audience, he or she also engages the audience in the demonstration.
Conversely, explanation involves the method of informing the audience by explaining a
particular topic. The sample text above about industrial engineers is an informative speech
through explanation. Complex topics are partitioned into parts where explaining works
well to the audience.
PERSUASIVE COMMUNICATION
Effective communication requires a successful transmission of messages from speaker
to receiver until the latter offers feedback in return. To do that, the type of communication
36
should not only informative but also persuasive in nature as well. Persuasive speeches are
inherent in this world where persuasion is compulsory nowadays. People regardless of cultural
differences are all persuaders to enact communication process.
Likewise, persuasive communication like informative is a type where persuasion is a
channel to communicate and reach your audience. “Persuasion is a body of effects in receivers
that has been caused by persuader’s message” (Fotheringham, 1966). The act of persuasion is
not an easy task to do. It requires power of persuasive speech to encourage your audience to
believe in you, to listen to you, and convince them bargain what you are telling about. For
instance, when you watch commercial advertisements on television, and feel that the speaker is
convincing and the credibility of the product is high, you are inevitably engrossed to the
commercial and want to buy the product. Absolutely, Ads on whitening, ladies, you cannot take
off your eyes on television, for you are curious on its effect if it really “whitens” your skin and
make you younger. So, you are persuaded on that Ad and buy one for some time and critically
examine its effect on you. This kind of speaking is known as persuasive communication.
Watch a commercial advertisement (product) to see how Persuasive Communication
works (https://www.youtube.com/watch?v=k2paIEomkfI).
What is the commercial ad about? What makes you purchase the product? These
questions are part of persuasive speaking. Like informative communication, persuasive must be
dealt by you, students. Every day, not only in TV commercials you encounter the need of
persuasions but everything necessary to persuade someone. You may either the source or
recipient of the persuasion. The most significant feature of persuasive communication is the
feedback. The receiver should provide response to make the communication effective.
However, if the speaker fails to persuade his or her audience, we are aware that the persuasive
speaking is not operational. The source shall keep the persuasive communication happens.
Communication skills like speaking, reading, listening, viewing, and writing are variables needed
for positive communication. High credible source is one thing; skills are on the other side to
keep the ball rolling.
ARGUMENTATIVE COMMUNICATION
Through communications, human beings readily express their thoughts in which
conflicts oftentimes occur between and among all walks of life and in contexts. Thus,
communication is a vital to humans. One method of expressing one‘s thoughts is thru
arguments. Probably, when you encounter people on your day to day living, you cannot recall
the times you had a disagreement to someone or instances you have disagreed to something.
That is how the world seems divergent and how you react to things around you. Repeatedly,
communication is marked by disparities which build gaps among individuals which places us into
discomfort. For example, you may recall conversations you had with a classmate about a
problem solving in which you both arrive in one answer but two different solutions. It could be
“which Korean drama is the best?” “Who is the famous Filipino celebrity?” “Which brand of
jeans is popular?” Perhaps, now, you have recalled the times you argued with someone about
something or even the same with these questions.
Unlike in informative and persuasive speeches, argumentative communication values
both the role of the speaker and the listener in a different manner. Here, the listener shall be
able to sift the information he or she receives to confirm the reliability of the information. When
communicating, according to Dan Sperber, “the listener must be able to filter the messages and
he must have the mechanism of epistemic vigilance.” For example, if we trust the source of the
information, we easily believe the news coming from that person. But, if we work out in
37
different ways like filtering the information and by being vigilant, we don’t just jump to
conclusions. Argument is a method where we need to increase our reliability in communication
since it is also an activity for reasoning. When you tend to argue, your domain if thinking is being
used. You use your intellect to reason out and able to give valuable reasons or logic in order to
make someone understand or believe you. A genuine conclusion is made by fair arguments and
proper reasoning. The listener could get a trustworthy information if the speaker could convince
the other and vice- versa.
Arguing is believed to be an effective and beneficial means in communicating
throughout. This discourse is central to cooperative and collaborative works like debate, group
tests or quizzes, problem-solving, rhetorical questions, etc where you are engaged in verbal
reasoning, critical and creative thinking, collaboration, most, communication and in which the
21st century skills are honed for purposive communication.
ASSESSMENT
TASK 1: Quiz on the types of communication to test your understanding.
TASK 2: Create a 500- word essay about a topic you are interested in. Choose
only one topic under the type of communication: informative, persuasive, and
argumentative.
INFORMATIVE
▪ Implications of Industry 4. 0 to Engineering Students
▪ Challenges Encounter by Architecture Students
▪ Quarantine Life during Pandemic
PERSUASIVE
▪ Is Online Learning Effective?
▪ Effectiveness of Social Media in Modern Education
▪ Profession to Choose as Yours
ARGUMENTATIVE
▪ Is Vaccine Boon or Bane?
▪ Best Way to Take Class: Online or Modular
▪ Can Art Be a Tool for a Change in Society?
Ideas------------------------------------------------------40
Organization--------------------------------------------20
Conventions--------------------------------------------20
Presentation--------------------------------------------20
100 pts.
TASK 3: Imagine you are a Career Guidance Speaker in a school’s orientation.

Prepare a 90- second persuasive communication to be video recorded.
38
Persuade your audience, these Senior High School students to take the
profession you have taken in your previous schooling back in college (i.e.
Engineering, Architecture, etc.). Convince them to become “one of” and reach for
success in the near future.
Clarity of Message-------------------------------------20
Originality------------------------------------------------20
Language-------------------------------------------------20
Spontaneity---------------------------------------------20
Audience and Purpose-------------------------------20
100 pts.
TOPIC 2: TYPES OF SPEECH DELIVERY
PRE- TASK
Go to www.youtube.com and type in the name of a speaker you are
interested in. Watch his or her delivery. Answer the following questions for submission.
1. Who was the speaker? What occasion did he/ she attend and speak to?
2. What did you notice about the speaker’s delivery and style?
3. What things did you see that you would like to imitate in your own speeches?
4. What things did you notice that you would like to avoid in giving speeches?
TYPES OF SPEECH DELIVERY

“We speak not only to tell other people what we think, but to tell ourselves what
we think. Speech is a part of thought.” ---Oliver Sacks---
Public speaking has been one of the tough tasks a speaker can face and commonly
feared of that even surveys say that speaking in public is more fearful than facing your own
death. As a speaker, we need to prepare for the topic at hand that we are going to deliver in
front of the public. And in the context of public speaking, substantial practice and
preparation is a must. Hence, delivery is one key to make your speech successful. It
39
communicates your confidence and preparedness before your audience, so they can
understand what you are telling about. An effective delivery puts all together the message
you must convey to showcase your confidence.
Speakers have numerous methods of delivering a speech such as manuscript/ read,
memorized, extemporaneous, and impromptu. Each has difference with regard to their
uses in communication.
DELIVERING A MANUSCRIPT/ READ SPEECH

Manuscript speeches are speeches delivered to an audience with few scripts
containing the exact words to be conveyed. Some politicians and leaders speak before their
audience with notes while looking directly at the camera. This method helps the speaker
display his confidence in delivery, since he is assured that he won’t forget anything if he
delivers his message or “verbatim”. Manuscript speaking also known as “read speech”
utilizes a script to deliver it with spontaneity.
The advantage to reading from a manuscript is the exact repetition of original
words. As we mentioned at the beginning of this chapter, in some circumstances this can be
extremely important. For example, reading a statement about your speech as a town’s
Mayor may require that the original words be exact. In reading one word at a time, in order,
the only errors would typically be mispronunciation of a word or stumbling over complex
sentence structure.
However, there are costs involved in manuscript speaking. First, it’s typically an
uninteresting way to present. Unless the speaker has rehearsed the reading as a complete
performance animated with vocal expression and gestures (as poets do in poetry slam and
actors do in a reader’s theater), the presentation tends to be dull. Keeping one’s eyes glued
to the script precludes eye contact with the audience. For this kind of “straight” manuscript
speech to hold audience attention, the audience must be already interested in the message
before the delivery begins.
It is worth noting that professional speakers, actors, news reporters, and politicians
often read from an autocue device, such as a TelePrompTer, especially when appearing on
television, where eye contact with the camera is crucial. With practice, a speaker can
achieve a conversational tone and give the impression of speaking extemporaneously while
using an autocue device. However, success in this medium depends on two factors: (1) the
speaker is already an accomplished public speaker who has learned to use a conversational
tone while delivering a prepared script; and (2) the speech is written in a style that sounds
conversational.
DELIVERING AN IMPROMPTU SPEECH

An “impromptu” speech is “made up on the spot.” Impromptu speeches are
speeches that are delivered without notes or a plan and without any formal preparation
– they are very spontaneously delivered. Often ceremonial toasts, grace before meals,
an acknowledgement, an introduction, offering thanks and so on, fall into this category.
For example, at an event like a business convention, a person may be asked to speak
spontaneously as the surprise recipient of an award. Or a person may be asked to make
a few comments at a community or university meeting. Making extensive comments in
40
class can also be thought of as an impromptu speech. This type of speech is often
difficult for a beginning speaker. This is one of the most nerve wracking situations for
most students to find themselves in because there isn’t a plan or agenda to follow –
they just have to get up and speak without any “thinking” time. They are afraid of not
knowing what to say when they get up in front of the audience so they might make a
fool of themselves. What do you do if you are asked to speak at the last minute? If
possible, take a few moments to jot down the major points you wish to make, an
interesting way to introduce your topic, and some way of concluding. Organizing your
speech in this way will ensure that you make the important points. Be sure to stop when
you have made your points.
DELIVERING A MEMORIZED SPEECH

Memorized speech is the second mode of delivering your speech. This mode is
committed to memory and delivered to an audience word for word. Memorized style of
delivery is still common like in oratorical contest during English Days in school where an
essay is written and memorized before it is recited. No manuscript is allowed to be
brought and placed in podiums while delivering your speech. The speaker completely
memorizes the text of a speech and then delivers the speech from memory without
reliance on notes or an outline. This is a very fearful speaking situation for most people
because they fear they will forget what they had planned on saying when they get in
front of the group – and, they might make a fool of themselves in front of the audience
if they forget what to say. This type of speaking is not very common to daily living unless
you are in a profession like acting. If you ever face this situation, do not fret or get
rattled. Just stay calm and prefer ad-libs the words or lines you missed.
The advantage to memorization is that it enables the speaker to maintain eye
contact with the audience throughout the speech. Free from notes means that, you can
move freely around the stage and use your hands to make gestures. When it comes to
speeches, memorization can be useful when the message needs to be exact and the
speaker doesn’t want to be confined by notes.
DELIVERING AN EXTEMPORANEOUS SPEECH

Extemporaneous speech is probably the most common type of delivery.
Extemporaneous speeches are speeches that are carefully prepared and practiced by
the speaker before the actual speaking time. Speaking extemporaneously allows you to
be a directly engaged but well-prepared speaker. An extemporaneous speech is written
ahead of time, but only in outline form; then, the speaker uses the outline as a guide.
The notes or outline will usually include any quotes and sources the speaker wants to
cite in the presentation, as well as the order the information in the speech should be
delivered in. The speech is delivered as if the speaker is having a conversation with the
audience. Since the speaker is not reading the entire speech, the extemporaneous
speaker uses the notes as a guide only – a sort of memory trigger – and the speaker will
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also be able to respond to the audience since her head isn’t trapped by reading every
word on a paper. This is the type of public speaking you should strive to use in Oral
Communication for your informative and persuasive speeches as this is most practical
type of public speaking – the type you are most likely use in a real life situation when
you might be asked to give a formal presentation.
The table below summarizes the four methods of speech delivery and provides
situations in which they can be helpful to you.
Method Definition Advantages Disadvantages Typical

Situations
Manuscript delivered to an exact uninteresting political
audience with repetition of way to present speeches
few scripts original words
containing the
exact words to
be conveyed
Impromptu delivered spontaneity; made up on the responding
without notes flexibility spot to questions
or a plan and instantly;
without any ceremonial
formal toast
preparation
Memorized committed to enables the requires short
memory and speaker to intensive ceremonial
delivered to an maintain eye practice; speeches
audience word contact with memorizes the
for word the audience text of a speech
throughout and then
the speech delivers the
speech from
memory
without
reliance on
notes or an
outline
Extemporaneous carefully allows you to uses the notes classroom
prepared and be a directly as a guide only and
practiced by the engaged but professional
speaker before well-prepared presentations
the actual speaker
speaking time
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ASSESSMENT
TASK 1: One of your classmates is a speaker in a forum on Globalization. You are tasked
to introduce him or her by your PC Instructor. Prepare a 60-second introduction appropriate to
the occasion. Interview your classmate through chat/ face to face/ messenger/ email, etc. to get
the data you need for this task. You will deliver your manuscript/ read speech before class or
you will video record your speech. Have the printout of your speech on a short bond paper for
submission.
MANUSCRIPT/ READ SPEECH

(to be given online via Messenger/ Google Classroom, etc.)
TASK 2: Your task is to have a 30-second on the spot speech about the photo or a word
your PC Instructor will flash on the screen. (The photo or the word is related to your
course.) You will deliver your speech before class or you will video record your speech.
IMPROMPTU SPEECH
TASK 3: Assume that you are one of the political figures in the Philippines. Create a
speech on how to stop the Covid 19 pandemic in our country. Memorize the speech and
deliver it before the class or video record your delivery. Ensure appropriate attire for the
occasion.
MEMORIZED SPEECH
TASK 4: Your PC Instructor will hold an Extemporaneous Speaking Contest in class. Each
shall prepare a 90- second extemporaneous speech. Topics include health issues,
professionalism, Filipino values, career issues, etc. prepared by your teacher. You must
deliver your speech before the class or video record your delivery.
EXTEMPORANEOUS SPEECH
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LESSON 6: COMMUNICATION FOR WORK PURPOSES
Topics
1. The Oral Presentation
2. Communication in a Workplace
3. Communication Models
4. Communication Principles and Ethics
Learning Outcomes
presentations for different target audiences in local and global
settings using appropriate registers;
2. create clear, coherent and effective communication materials;
3. present ideas persuasively using appropriate language registers,
tone, facial expressions, and gestures; and
TOPIC 1: THE ORAL PRESENTATION
PRE- TASK
Browse the YouTube and watch one of the episodes of the TED Talk, mostly that
by David JP Phillips @ https://www.youtube.com/watch?v=Iwpi1Lm6dFo on “How to Avoid
Death by PowerPoint”. After watching the episode, answer the questions below for
submission.
1. What does the “death by PowerPoint” mean?

2. Identify five principles that David JP Phillips emphasized in his talk. Describe each
principle.
3. What is the role of PowerPoint in Oral Presentation?
4. How do you find David JP Phillips as a presenter? Do you think he effectively
employed the five principles he tackled?
5. How did the presenter end his presentation? What can you say about it? Explain.
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ORAL PRESENTATIONS
Oral presentations are a common requirement in many courses. They may be
short or long, include slides or other visual aids, and be done individually or in a group.
In your postgraduate studies, you may have the opportunity to deliver lectures,
seminars and tutorials as well, and the more practice you have at any of these, the
easier it gets. Planning and structuring an oral presentation is similar to the process of
writing an essay, except you need to be conscious of a live audience and use spoken
language instead of written. However, the final preparation and presentation differ
significantly from editing and polishing an essay.
How do I plan an oral presentation?

Like any form of presentation, an oral presentation needs you to pay close
attention to research and planning. You should first consider your purpose, audience
and setting.
Purpose
✓ What is the aim of your research?
✓ What is the key focus of your presentation?
✓ Why are you presenting it in oral form?
✓ If you are presenting as a group, what will the other group members say?
Audience
✓ Who are you presenting your findings to?
✓ What does your audience expect to gain from listening to you?
✓ What is the age group and educational background of your audience?
✓ Are they more or less knowledgeable on the topic than you?
Setting
✓ What facilities will be available?
✓ Is there a computer with a projector?
✓ How big is the room?
✓ Will you need a microphone?
✓ Can you visit the room beforehand to check the facilities?
✓ Will your audience be seated in rows or around tables?
How should I structure my oral presentation?

As with any effective essay, an oral presentation needs an introduction, a body
and a conclusion.
The Introduction
An introduction is essential. It allows you to engage your audience and set the scene
for the talk which follows. Without an introduction, your audience will not know where
you are taking them and what your main points will be. A good introduction should
include:
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❖ your name (and perhaps your academic background)
❖ the subject of your talk
❖ a brief background to the subject
❖ a statement as to why the subject is important
❖ an outline of the main points
❖ any questions that you will address
❖ any questions or points you want the audience to consider while you’re talking
The introduction helps the audience to follow your talk by knowing what points to
expect, and the order of these points. Do not spend too long on the introduction, but do
give your audience time to assimilate what you are saying. You should spend most time
on the body of the talk. For example, if you’re giving a 10 minute presentation then 2-3
minutes is enough for the introduction. If you need to give a lot of background, you can
move that to the body section.
The Body
The body is the major part of the presentation. This is where you elaborate on
your points, perhaps with images or sound—as they say, ‘A picture is worth a thousand
words.’ Be careful not to use gimmicks though; include only those things which will help
you to make your point more clearly or forcefully. Remember to give examples for each
point, and use graphs or tables if appropriate.
The Conclusion
Your conclusion should match the points in your introduction and body, but
never be longer than the introduction. It should leave the audience with a final
impression of the subject. You should consider the following questions:
➢ What were your major points?
➢ Did you answer any questions during the talk?
➢ Did you ask the audience any questions which you need to recap now?
➢ Is there anything the audience are not clear about?
➢ What do you want your audience to remember after your talk?
Visual Aids
PowerPoint
The most common way to incorporate visuals or slides nowadays is through the
use of PowerPoint. If you have the option (that is, you have PowerPoint on your
computer and access to a data projector in the room), you should choose PowerPoint
instead of an overhead projector (OHP) and transparencies. It is much easier to manage
and more professional when used appropriately. There are some very important tips of
what to do and what not to do when using PowerPoint.
Do
▪ Ensure in advance that the room has a projector.
▪ Do a number of practice runs through the presentation before the real thing.
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▪ Be prepared for all technology to fail and either have backup transparencies for
images or a full set of notes in order to give the presentation without any slides.
▪ Limit how many slides you include - you usually need far less than you think you
do. Again, practice will help you gain confidence to know how many are
sufficient.
▪ Only use keywords and simple phrases.
▪ Use a large enough, easy-to-read font (and no Comic Sans!).
▪ Label any graphs, charts, figures and diagrams (again in a readable font size).
▪ Include images for visual interest occasionally if relevant.
Don't
▪ Rely too heavily on the PowerPoint presentation, which may experience
technical difficulties on the day.
▪ Include slabs of text - not only is it distracting, you then are tempted to read it
verbatim.
▪ Simply read from your slides - let them be reminders and key points.
▪ Use amusing fonts - stick to the basics such as Times or Arial.
▪ Use unnecessary slide or text transitions - it's distracting and slow to watch
letters appear one at a time.
▪ Use PowerPoint sounds or any other sounds unless it's part of the presentation.
▪ Choose a template that's busy and doesn't relate to the presentation.
How do I prepare for an oral presentation?
Preparation will help to give you confidence. However, most people feel nervous
before a presentation. Here are some points to consider:
Anxiety and Nerves - If you are feeling particularly anxious, try taking deep
breaths before you start and focus on speaking slowly. The best method for
coping with nerves is to act as though you feel confident. It helps to smile.
Remember that you will probably look a lot less nervous than you feel. Even if
you look nervous, most of the audience will be sympathetic, because they will be
feeling nervous too! Try having a glass of water handy, to sip if your throat
becomes dry.
Body Language - Your body can communicate impressions to your audience.
Your audience will not only listen to you, but they will also watch you, so make
sure you maintain good eye contact with them. Try to look at everyone, not just
a few people in the front row. Slouching may suggest that you are uninterested
in the topic or that you do not care. On the other hand, good posture may
suggest to your audience that you know exactly what you are doing and it will
also help you to speak more clearly. Above all, be enthusiastic. If you are excited
by your topic, you will excite your audience too.
Notes/Cue Cards – Reading an essay out loud is not the same as doing a
presentation. As mentioned above, spoken and written language often has a
47
different purpose and audience. Reading from a text will make you lose eye
contact, intonation and good posture. Reduce your original text to bullet points
and practise filling in the gaps during your rehearsals. Use notes, either on cue
cards or on a sheet of paper. Number the cards, in case you drop them.
Time Limit – Make sure you keep to the time limit. If you take too long, you are
taking someone else’s time and your audience will become bored and restless.
At the same time, do not finish too early, as it may seem that you did not
understand the topic or that you did not do enough research.
Voice Projection – Speak loudly enough for your audience to hear you. Imagine
you are speaking to someone at the back of the room; that way, everyone
should hear you. If you have a quiet voice, consider using a microphone. Don’t
talk too quickly, and be careful to speak clearly. Try not to speak in a monotone,
but vary the volume, speed and pitch of your voice.
Practice – Don’t let the first time you give your presentation be the only time
you give it. Practise with a critical friend, preferably in the same environment in
which you will deliver the actual talk. Consider recording the practice so you can
watch it several times and pick up areas for improvement.
ASSESSMENT
TASK : Choose a topic that interests you. Prepare your own oral presentation
with Introduction, Body, and Conclusion to be delivered in class or video
recorded. Be guided by the procedures tackled in this lesson to make your
presentation meaningful and successful before an audience. Submit a
manuscript of your oral presentation.
ORAL PRESENTATION
TOPIC 2: COMMUNICATION IN A WORKPLACE
PRE- TASK
48
Draw a comic strip showing an applicant’s struggles in order to find a job. Use
humour and fun to present this stage in a creative way. Think of a captivating title; use
eye-catching figures; and unforgettable lines to present your work.
WRITTEN COMMUNICATION
Emails, memos, letters, and incident reports are all forms of written
communication that take place in a workplace. You are probably doing a lot of emails
already at this point in time but there are more emails that will flood your inbox once
you start working. There will be more forms of writing tasks waiting for you in office.
Written communication conveys a lot about the writer more than what the
writer has written. For example, a badly written resume or cover letter will not impress
a hiring manager. It tells that the applicant is careless to details or probably got a poor
quality of education (which in turn, may also speak about the school or university where
he or she has graduated from). A carelessly worded email or memo from a colleague or
a boss may cause upheaval or misunderstanding within an organization which again,
would speak tons about the character of the sender.
IMPORTANCE
Why is written communication so important?
▪ Record: Written communication within the organization serves as a record of its

daily proceedings.
▪ Evidence: Written communication at the workplace can also play the role of legal
evidence in court cases.
▪ Delegation: Intradepartmental communication helps in the delegation of work
within the different departments of the organization.
▪ Contact: Communication such as emails, etc., is an important means of
maintaining contact with clients, employees, suppliers, etc.
49
▪ Advertising: Different forms of written communication are used to attract
prospective buyers/customers. Hence, written communication as an advertising
tool is also important.
WHAT IS WORKPLACE COMMUNICATION?

Workplace communication is the process of exchanging information, both
verbal and non-verbal, within an organization. There are many means of
communication. To be an effective and valuable member of your workplace it is
important that you become skilled in all the different methods of communication that
are appropriate. Effective workplace communication ensures that organizational
objectives are achieved. Workplace communication is tremendously important to
organizations because it increases productivity and efficiency. Ineffective workplace
communication leads to communication gaps between employees, which causes
confusion, wastes time, and reduces productivity. Misunderstandings that cause friction
between people can be avoided by communicating effectively.
Why is Effective Communication Important?
1. Workplace communication improves productivity.

2. Workplace communication can increase employee job satisfaction.
3. Workplace communication can have a positive effect on absenteeism and turnover
rates.
How to Communicate in the Workplace

Communication in the workplace should occur in a way that responds positively
to individual differences. Consider the following:
➢ Value all individuals and treat them with respect, courtesy and sensitivity.
➢ Recognize cultural differences.
➢ Communicate in a way to develop and maintain positive relationships, trust and
confidence.
➢ Make an effort to use basic strategies to overcome communication barriers.
The way that you communicate impacts your ability to get along with people and
get the things that you want/need done. Communication, whether verbal, written or
visual can be expressed in positive and negative ways. Individuals need to take feedback
from how others interpret or perceive how they are communicating. Sometimes we can
be perceived as aggressive even though it is not intended.
When verbally communicating:
➢ Speak clearly and listen carefully to ensure information is understood.
50
➢ Ask questions and confirm the meaning of information to avoid
misunderstandings.
➢ Let others talk – a conversation is a two-way event at a minimum.
➢ Engage in difficult conversations when necessary – not saying something to
avoid a difficult conversation usually makes things worse.
➢ Ensure the tone you use is open and non-confrontational and encourage
feedback.
When communicating through email (or other written communication):
➢ Always read, then re-read an email before sending to check spelling, grammar
and tone.
➢ Ensure that the content of the email is relevant and has an appropriate subject
heading.
➢ Ensure that contact details are appended to the email, so that those reading it
can contact the sender if required.
➢ Be polite, concise, use valid points and avoid lengthy ramblings.
➢ Don’t cc the email to anyone to whom it is not relevant.
➢ Avoid using email to discuss confidential information.
The workplace is always a professional environment. This means that each type of
written communication has an expected professional standard. Some of the basic
expectations are that all written communication:
▪ Is simple and easy to understand.

▪ Is to the point and avoids unnecessary repetition or sentence “sprawl” (long
rambling sentences).
▪ Avoids too many technical terms.
▪ Avoids slang, offensive language and discriminatory, racist or sexist language.
How to Communicate with Clients & Customers

A client or customer is someone you provide a service to, complete a task for, or
sell a product to outside of your organization. It is important that you are polite and use
verbal and non-verbal communication to respond to the client or customer requests in
an appropriate manner.
Miscommunication can occur in many ways and create significant problems in
the workplace. What your client or customer “hears” as they listen to you can become a
miscommunication based on:
❖ The words you are speaking being misinterpreted.

❖ Your body language sending a message that is different from your words.
❖ They are not listening to you properly or you are not listening to them properly.
Here are some tips to help you communicate effectively with clients and customers:
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❖ Speak clearly and accurately - speak at a rate your customer can understand you
and provide correct information.
❖ Be open and non-judgmental - have an open posture; do not judge the way your
customer is dressed or presents himself or herself.
❖ Be respectful of your customers’ feelings - be professional and be aware of the
words you use.
❖ Use the customer’s name - this makes them feel special and valued.
❖ Unlearn your own bad habits - be aware of your own behaviour, always be self-
assessing.
❖ Be aware of non-verbal messages - make sure you are displaying positive and
appropriate body language at all times.
❖ Be interested in people - take a genuine interest in the customer’s needs. This
will build rapport and trust.
❖ Ask questions and be open to feedback – ask your customers open-ended
questions (not yes/no questions) to find out what they are looking for.
WRITING EFFECTIVE WRITTEN COMMUNICATION MATERIALS

Creating effective workplace communication materials is a skill that may be
considered as one of the most required skills expected of graduates and prospective
employees. It will determine not only whether employers would want to hire you but
also whether you can move up the ladder of corporate success. Great presentation skills
are important in today’s realm. You need to face the world of the workplace.
Five Traits of Effective Writing
1. Clarity. The most important criteria for effective writing is clarity. If the audience
responds to a memo, letter, report, or manual with, “Huh?” what has the writer
accomplished? If the correspondence is not clearly understood, the reader will either
call the writer for further clarification, or just ignore the information.
2. Conciseness. Successful writing should help the reader understand the text, not
present challenges to understanding. Good writing is concise. It is a tool for the readers
to use to accomplish whatever job they are doing. In contrast to traditional essays,
effective writing uses short words and short sentences.
3. Audience Recognition. Successful writers know that they can only achieve clarity by
recognizing their audiences.
4. Accessibility. The page layout makes it possible for the reader to understand the text.
Accessible writing is expected on written communication materials by using highlighting
techniques like bullets or numbers, headings, boldface or underlining, etc.
5. Accuracy. Effective writing must be correct, whether grammatically, mathematically,
electronically, etc. Errors in writing make the company and the employee look bad.
More importantly, errors can lead to damages, injuries, lawsuits, or just embarrassment
and misunderstandings.
52
BUSINESS LETTERS
Business letters—normally written for those outside an organization— are often
the most appropriate choice for formal communications with professional associates or
customers. Letters printed on organizational letterhead communicate formality, respect,
and authority. A corporate environment will send letters (external correspondence) to
and receive letters from potential employees, vendors, clients, lawyers, colleagues in
other companies, and city, state, national, and international governments.
A letter should have the following eight Essential Components:
❖ Letterhead ❖ Complimentary close

❖ Date ❖ Signature
❖ Inside Address ❖ Writer’s Signature Block
❖ Salutation (Optional)
❖ Body ❖ Notations
Below is a sample letter with each of the essential components.
Adopted from: http://site.iugaza.edu.ps/mahir/files/2017/01/Handbook-of-Technical-Writing-9th-

Edition.pdf
53
Parts of a Business Letter
1. Letterhead. Unless you are using letterhead stationery, place your full return address
and the date in the heading. Because your name appears at the end of the letter, it need
not be included in the heading. Spell out words such as street, avenue, first, and west
rather than abbreviating them.
2. Date. The date usually goes directly beneath the last line of the return address. Do not
abbreviate the name of the month. Begin the heading about two inches from the top of the
page. If you are using letterhead that gives the company address, enter only the date, three
lines below the last line of the letterhead. Indicating the date the letter was written (the
date of completion if the letter is written over a number of days), the date line is two inches
below the top of the page. Depending on the format used for the letter, the date is either
left justified, or tab to the center and then type the date. American date format is written as
with the month written out followed by the day and year (for example: July 12, 2016).
3. Inside Address. The inside address is the address of the letter’s recipient and is placed
either one line below the sender’s address, or one inch below the date and is always left
justified. It is best to write to a specific individual, so, if you do not know the person’s
name, call the company or talk to some employees from the company to find out.
Include a personal title like Ms., Mrs., Mr., of Dr. If the recipient is a woman
respect her preference to be addressed as Miss, Ms., or Mrs. If you do not know her
preference, use Ms. If the person may be a Dr. or have some other title, use that title.
4. Salutation. The salutation is placed one line below the Inside Address and uses the
same name and personal title. If you know the person and usually address them by their
first name, it is acceptable to use only the first name (such as: Dear James:). However, in
all other cases the salutation should be the personal title and last/family name of the
recipient followed by a colon. If the recipient’s gender is unknown use non-gendered
salutation such as their job title followed by the recipient’s name. Another way to
address the recipient when gender is unknown is to use the recipient’s full name (for
example: Dear Chris Simmons: if you do not know Chris’ gender). Leave on line blank
after the salutation.
Address women as Ms. unless they have expressed a preference for Miss or Mrs.
However, professional titles (such as Professor, Senator, Major) take precedence over
Ms. and similar courtesy titles. When a person’s first name could be either feminine or
masculine, one solution is to use both the first and last names in the salutation (Dear Pat
Smith:). Avoid “To Whom It May Concern” because it is impersonal and dated.
For multiple recipients, the following salutations are appropriate:
❖ Dear Professor Allen and Dr. Rivera: [two recipients]
❖ Dear Ms. Becham, Ms. Moore, and Mr. Stein: [three recipients]
❖ Dear Colleagues: [Members, or other suitable collective term]
54
5. Body. For both Block and Modified Block formats, each paragraph should be single
spaced and lefts justified in the body of the letter. For Semi-Block format indent the first
line of each paragraph. Leave on line of blank space between every paragraph. Business
letters should be clear and direct, stating information concisely without extra
information or fancy syntax. The first paragraph should contain a friendly opening
followed by a statement of the main point. A justification of the importance of the main
point should appear in the next paragraph. Use the next few paragraphs to continue
justification, supplying background information and supporting details. The closing
paragraph includes a restatement of the purpose of the letter as well as any requests for
action that may be necessary.
6. Complimentary Closing. The closing begins at the same vertical position as the date
line. It is places one line after the final body paragraph. Only the first word is capitalize
(for instance: Thank you) and four lines of space are left between the closing and the
sender’s name to leave space for the signature. If the salutation was followed by a
colon, a comma follows the closing, but in all other cases there is no punctuation
following the closing.
7. Writer’s Signature Block. Type your full name four lines below and aligned with the
complimentary closing. On the next line include your business title, if appropriate. The
following lines may contain your individual contact information, such as a telephone
number or an e-mail address, if not included in the letterhead or the body of your letter.
Sign the letter in the space between the complimentary closing and your name.
8. Enclosures. Business letters sometimes require additional information that is placed

at the left margin, two spaces below the typed name and title of the writer in a long
letter, four spaces below in a short letter. Reference initials show the letter writer’s
initials in capital letters, followed by a slash mark (or colon), and then the initials of the
person typing the letter in lowercase letters.
When the writer is also the person typing the letter, no initials are needed.
Enclosure notations indicate that the writer is sending material along with the letter (an
invoice, an article, and so on). Note that you should mention the enclosure in the body
of the letter.
Enclosure notations may take several forms:
➢ Enclosure: Final Safety Report

➢ Enclosures (2)
➢ Enc. or Encs.
Copy notation (“cc:”) tells the reader that a copy of the letter is being sent to the
named recipient(s). Use a blind-copy notation (“bcc:”) when you do not want the
addressee to know that a copy is being sent to someone else. A blind-copy notation
appears only on the copy, not on the original (“bcc: Dr. Brenda Shelton”).
55
Sample Application Letter
May 4, 2020
Mr. Donald Trump

Human Resource Manager
Empire Corporations,
Dear Mr. Trump:

This letter is with reference to your advertisement on getsomejobs.com on 5 th April for the
post of Sales Engineer. I wish to apply for the job to get a chance to work with your
esteemed organization.
I am very well aware of the requirements and responsibilities of the job as I was working as
a sales engineer with Black Bell Limited. I have knowledge of manufacturing, engineering
and development with research departments to plan how the products and services can be
enhanced for the benefits of the client and how they can be put to best use.
My experience in the field has given me knowledge that would be beneficial for your
company too. I shall be obliged if you could schedule me for a personal interview as soon
as possible for the position in question. I appreciate your consideration of my resume for
this position.
Sincerely,
Ms. Joan Smith

Applicant
Adopted from: https://www.sampletemplates.com/letter-templates/cover-letter.html
56
Sample Resume Template
JOAN SMITH
Address:
Contact number:
Email:
OBJECTIVES:
PERSONAL DETAILS
Age :
Birth date :
Birthplace :
Sex :
Civil Status :
Religion :
Citizenship :
Address :
Father :
Mother :
OTHER RELATED SKILLS

•
EDUCATIONAL BACKGROUND
TERTIARY
(Year) (Place)
SECONDARY
ELEMENTARY
TRAININGS AND SEMINARS ATTENDED

•
REFERENCES
•
I hereby certify that the above information is true and correct to the best of
my knowledge.
JOAN SMITH
Applicant’s signature
57
MEMORANDUMS
Memos are documents that use a standard form (To:, From:, Date:, Subject:) whether
sent on paper or as attachments to e-mail messages. They are used within organizations to
report results, instruct employees, announce policies, disseminate information, and delegate
responsibilities. Even in organizations where e-mail messages have largely taken the function of
memos, a printed or an attached memo with organizational letterhead can communicate with
formality and authority in addition to offering the full range of word-processing features. Paper
memos are also useful in manufacturing and service industries, as well as in other businesses
where employees do not have easy access to e-mail.
Sample Memorandum
Memo
Date: September 24, 2020

To: All PC Students
From: Joan Mae B. Aguacito, PC Instructor
Subject: Submission of Module Tasks
I want to remind all of you that you are required to pass and complete your Module Tasks
in Purposive Communication as your activities and requirement of the course. The due
date for completed tasks for a month has passed. To date, some of you have not
completed them.
As midterm exam is approaching, I am reminding you to pass them no later than

September 30, 2020. Those who wish high grades must comply as early as the date
mentioned.
Thank You!
Joan Mae B. Aguacito

PC Instructor
58
EMAILS
E-mail (or email) functions in the workplace as a medium to exchange
information and share electronic files with colleagues, clients, and customers. E-mail
messages often function as business letters to those outside organizations and memos
to those within organizations. Of course, memos and letters can also be attached to e-
mails. E-mail is such a quick and easy way to communicate that you need to avoid the
temptation of sending a first draft without revision. Be especially careful when sending
messages to superiors in your organization or to people outside the organization.
Spending extra time reviewing your e-mail before you click “Send” can save you the
embarrassment of misunderstandings caused by a careless message.
Sample Email 1
Sample Email 2
59
MINUTES OF THE MEETING
Organizations and committees that keep official records of their meetings refer
to such records as minutes. Because minutes are often used to settle disputes, they
must be accurate, complete, and clear. When approved, minutes of meetings are official
and can be used as evidence in legal proceedings. Keep your minutes brief and to the
point. Except for recording formally presented motions, which must be transcribed word
for word, summarize what occurs and paraphrase discussions.
Sample Minutes of the Meeting Template
1st ASSEMBLY MEETING

August 1, 2020
8:00 AM
MINUTES OF THE MEETING
I. CALL TO ORDER
II. OPENING PRAYER
III. ROLL CALL & DECLARATION OF QUORUM
The secretary called the roll of the officers; determined the quorum then with the attendance
hereunder.
1.
2.
Subsequently upon declaring the quorum, the presiding officer pronounced the start of the
meeting.
IV. APPROVAL OF THE AGENDA
V. APPROVAL OF THE MINUTES OF THE PREVIOUS MEETING
VI. BUSINESS OF THE DAY
Motion/Resolution Arguments Action
VII. NEW BUSINESS (Other matters)
Motion/Resolution Arguments Action
VIII. ANNOUNCEMENTS
60
IX. ADJOURMENT
Meeting adjourned at 11:00 a.m.
Certified True and Correct:

_____________________
Executive Secretary
Attested and Concurred:
_______________________
Presiding Officer
ASSESSMENT
TASK 1: Assume that you recently graduated from the course you have chosen in
tertiary. Create a cover letter/ application letter applying for a job vacancies
related to your program together with a resumé following the essential parts of
a business letter. Submit it to your instructor.
COVER LETTER
RESUME
TASK 2: Send your outputs (cover letter/ application and resumé) to your
instructor thru email at joanmaebiasonaguacito@gmail.com.
Grammar and Spelling------------------------------10

Professionalism---------------------------------------10
Subject Line--------------------------------------------20
Format--------------------------------------------------10
50 pts.
TASK 3: Form a group of five members. Create a business plan relevant to the
program you are in. Communicate thru messenger or via zoom (synchronous learning)
61
with your members and do the following tasks. Submit the name of your members and
business plan to your PC Instructor.
Business Plan
You are a group of investors and you are having a meeting to brainstorm
about your next dream business. Decide on the following:
1. Name of the business 5. Allocation of budget
2. Concept of the business 6. Layout design of the facilities
3. Mission and vision of the 7. Equipment needed
business 8. Timetable
4. Initial number of employees 9. Other important details
and their job descriptions
BUSINESS PLAN
TASK 4: In connection to Task 3, assign someone who will write the

minutes of the meeting. Submit it to your instructor.
Grammar and Spelling------------------------------10

Content-------------------------------------------------30
Format--------------------------------------------------10
50 pts.
TASK 5: Assume that you are the leader of the group for your proposed business plan in
Task 3. You assigned your members to do the task for the business plan; however, not
one has submitted their outputs. Create a memorandum address to your members.
Submit it to your PC Instructor.
Content ------------------------------------------------20
Language-----------------------------------------------20
Format--------------------------------------------------10
50
62
LESSON 7: COMMUNICATION FOR ACADEMIC
PURPOSES
Topics
1. Doing an Analysis Paper
2. Doing a Research Topic Proposal
3. Doing an Academic Presentation
4. Doing a Multimodal Advocacy Campaign
Learning Outcomes
1. write and present academic papers using appropriate tone, style,
conventions and reference styles;
2. adopt awareness of audience and context in presenting ideas; and
3. convey ideas through oral, audio-visual, and/or web-based presentations
for different target audiences in local and global settings using appropriate
registers.
TOPIC 1: DOING AN ANALYSIS PAPER
PRE- TASK
The text in the box is an example of an analysis paper. Read it very

carefully, and answer briefly the questions that follow. Write your answers on a
separate sheet of paper for submission. (Text will be given online via Messenger/
Google Classroom, etc.)
Answer the following questions. Write your answers on a sheet of paper for submission.
1. Who are the target audience?
2. How did the author introduce her analysis?
3. What are the major foci of this love analysis?
4. How did the author end her analysis?
64
WHAT IS AN ANALYSIS PAPER?
An analysis paper is a form of academic writing that presents “detailed analysis
on a matter which focuses on a piece of writing, a film, or even simply an idea or a
concept. After reading a text or a film, you can present a detailed analysis paper. The
text on the Pre-Task is an example of Analysis about Love.
Analysis paper may be in the following forms: critical analysis paper, literary
analysis paper, or political analysis paper. Writing critical analysis paper asks the writer
to make an argument about a particular book, essay, movie, etc. The goal is twofold:
one, identify and explain the argument that the author is making, and two, provide your
own argument about that argument. Literary analysis on the other hand attempts to
study, analyse, and evaluate a work of art like literary pieces (poems, short stories,
essays, etc.). A political analysis paper is an academic writing which aims to answer a
given question concerning a political issue.
WRITING AN ANALYSIS PAPER

An analysis paper also follows the writing conventions containing Introduction,
Body, and Conclusion. It may be presented in the outline expressed below which will
guide you on your writing:
I. Introduction
A. Overview
B. Thesis Statement
II. Body
A. Major Point 1
1. Supporting Point 1
B. Major Point 2
3. Etc.
III. Conclusion
A. Summary or Restatement of the Major Points
The first and final paragraphs are the introduction and the conclusion
respectively of the foregoing analysis paper. The introduction simply gives a brief
description of “meaning”, for the analysis focuses on the definition of love. The paper
offers a detailed meaning of love which accentuates one of the major foci like the Truth-
condition Theory. The major points are supported with reasoned opinions and
examples.
ASSESSMENT
65
TASK: Choose one from the topics/ film (links provided) below. Present an
analysis paper on your chosen topic. Follow the conventions in writing an
analysis paper.
➢ https://www.academia.edu/22953137/The_Art_of_Reading_Dramatizing
_Literacy_2008_
➢ https://ro.ecu.edu.au/cgi/viewcontent.cgi?article=1020&context=ceduco
m
➢ https://www.youtube.com/watch?v=WL_a4fVlnzs
➢ https://carnegieendowment.org/2019/01/10/philippine-politics-under-
duterte-midterm-assessment-pub-78091
➢ https://www.mediate.com/articles/foster2.cfm
Organization and Mechanics----------------------20

Language-----------------------------------------------20
Clarity of Message-----------------------------------20
Evidence------------------------------------------------20
Audience and Purpose------------------------------20
100 pts.
TOPIC 2: DOING A RESEARCH TOPIC PROPOSAL
PRE- TASK
Try to recall the qualitative and quantitative research papers you did in Senior
High School. Focus on one which you are most familiar with and answer the questions
that follow.
1. What is the topic?
2. How did you choose the research topic? Identify it source.
3. How did you present your topic proposal?
4. Give one feedback of your teacher when you proposed the topic.
66
WHAT IS A RESEARCH PAPER?
A research paper- popularly known as the term paper- is a form of academic
writing which you comply with as one of the requirements of the particular course. This
is the research output that you will write after conducting an actual research which
involves data collection, interpretation, and analysis. It is a scholarly undertaking insofar
as you incorporate in your paper what experts and authorities say about the particular
topic of your interest. It is therefore indispensable for you to have an extensive reading
of literature or of studies conducted in the past which have a bearing on your topic.
Writing about these previous studies related to your topic entails observance of the
acceptable citation style, making it the style of citation and documentation that you will
follow in the writing of your paper.
RESEARCH TOPIC PROPOSAL

Thinking about the research topic you will be working on is not an easy task.
What reading materials interest you? It is best to identify the area of your interest
relevant to your course. Then, start reading at least ten scholarly papers like journals
and research articles published by refutable authors. Read only the abstracts to know if
the article is associated to your topic. Now, conceptualize the research topic proposal.
Present the topic and the research questions. Formulate specific questions and the
research title. Finally, list the ten references in APA format (7th edition style). After
presenting your research topic, you now are ready to do your research proposal.
Sample Research Topic Proposal
Research Topic: The Experiences of Technical Students in Response to their Reading

Performance.
Primary Research Question/Objective: What are the reading experiences of technical students?
Research Title: Exploring the Technical Students’ Reading Experiences
Specific Research Questions:
1. What are technical students’ perceptions of their reading experiences?
2. Do these experiences of technically skilled students provide efficiency on their reading
performances?
References: (at least 10—follow the APA 7th edition style of documentation)
Allen, L. K. (1993). A comparison of recreational reading interests/preferences of vocational-

technical and transfer students enrolled in developmental reading classes . Retrieved
(March 2, 2019), from http://search.proquest.com/docview/304091403?accountid=34302 .
67
REFERENCES (7TH Edition APA Format)
Samples:
Arabian Nights. (2000). Retrieved (March 25, 2020), from,
https://www.youtube.com/watch?v=fu9yvdesOoU.
Baraceros, E. L. (2011). Technical writing in this era of globalization and modern
technology. Rex Bookstore, Inc.
Calderón, M., Slavin, R., & Sánchez, M. (2011). Effective instruction for English learners.
Future of Children, 21(1), 103-127.
Canagarajah, A. S. (2005). Reclaiming the local in language policy and practice. Lawrence
Erlbaum Associates.
Cooper, R. L. (1989).Language planning and social change. Cambridge University Press.
Datu, P. A., Pascua, P. J. A., & Olayres, W. D. (2017). 21st century literature from
Philippines and the world. Newsprint.
Duka, C. (2001). The literatures of Asia and Africa. Rex Book Store Inc.
Lacia, F. C., & Gonong, G. O. (2003).Literatures of the world. Rex Book Store Inc.
O’ Rourke B. & Ramallo, F. (2011). The native-non-native dichotomy in minority
language contexts: Comparisons between Irish and Galician. Language Problems
and Language Planning 35, 139-159.
Romeo and Juliet. (2019). Retrieved (January 27, 2020), from,
https://www.youtube.com/watch?v=VBDcDr4XWpY&t=2664s.
Rossman, G. B., & Rallis, S. F. (2003). Learning in the field: An introduction to qualitative
research (2nd ed.). Sage.
Schmidt, R., Sr. (2006). Political theory and language policy. In T. Ricento (Ed.). An
introduction to language policy. Blackwell Publishers.
Tejada, K. C. , Agena, M. G., Rodriguez, E., & Panganiban, P. (2018). Purposive
communication. Panday Lahi, Publishing House Inc.
Valdez, S. F., & Dianco, D.F. (2009). Understanding literary arts & appreciating literatures
of the world.Mind Shapers Co., Inc.
Vygotsky, L. S. (1978) Mind in society: the development of higher psychological
processes. Harvard University Press.
ASSESSMENT
TASK: Look for at least 10 published related studies on your area of interest.
Identify a possible research gap and formulate a research topic proposal.

Date of Submission: ______________________
Student’s Name: _______________________________________________________
Research Topic: _______________________________________________________
Primary Research Question/Objective: ____________________________________
68
Specific Research Questions:
1. _______________________________________________________________
2. _______________________________________________________________
Tentative Research Title: ________________________________________________
References: (at least 10—follow the APA 7th edition style of documentation)
References---------------------------------------------30
Topic-----------------------------------------------------20
Content--------------------------------------------------30
Format---------------------------------------------------20
100 pts.
TOPIC 3: DOING AN ACADEMIC PRESENTATIONS
PRE- TASK
Watch the short video @ https://www.youtube.com/watch?v=dh0pJdgY6Lc

which shows an academic presentation. After watching it, answer the questions below.
2. How did the lecturer introduce the topic?
3. How did the lecturer end the topic?
4. Give three major points that the lecturer discussed.
WHAT IS AN ACADEMIC PRESENTATION?

Scholars are often called upon to present their research to the academic
community; at conferences during qualifying exams and thesis defences, in job talks and
invited lectures, discussing your research in public is a key part of participating in the
community of scholars. An academic presentation is any situation which involves
speaking to a group of people in order to make a point, educate or share information.
Academic presentations take the same form, but the purpose can be very different.
69
In academia, there are, generally speaking, three different forms that
presentations tend to take:
• Poster presentations are most common in the sciences, but can also be used in
the humanities. They offer a concise presentation of research in the form of a
large poster, next to which the presenter stands. They should be seen as a
conversation starter, inspiring the audience to talk with you further about your
research.
➢ Most people spend a maximum of 5 minutes looking at the poster
➢ The information, then, should be restricted to a main theme.
➢ A poster presentation should have a title, a clear statement of the
problem or research question, illustrations of your evidence, and perhaps
most importantly, should be readable from a distance.
• Paper presentations are a longer presentation of your research allowing for
more detailed discussion of your work.
➢ Usually a paper presentation will be 15-20 minutes on a panel with other
speakers, but sometimes (at job talks or invited lectures, for example),
they may be longer.
➢ A clear thesis statement will help your audience follow the argument.
• Roundtable presentations are several short talks on a particular theme or
subject, followed by discussion
➢ Usually you will have 5-10 minutes to discuss your research or
contribution to the topic.
➢ The focus in on discussion amongst the panel members.
PREPARING FOR ACADEMIC PRESENTATION

When you are beginning to write a presentation, you want to think about the
following:
1. Prepare your PowerPoint Presentation.

2. Get your flash drive ready.
3. Be at the venue at least 30 minutes before the presentation.
4. Do some self- related preparations.
For the actual presentation, consider the following tips below:
1. Begin your presentation with your introduction.

2. Observe eye-contact throughout your oral presentation.
3. Use paralinguistic and extra linguistics effectively.
4. Emphasize the major points of your presentation.
5. Deliver your presentation extemporaneously.
6. End your presentation by effectively presenting your conclusion.
70
ASSESSMENT
TASK: Think of the research paper you did in Senior High School. It has been
accepted and you are invited on the Regional Summit in Occidental Mindoro,
Philippines. Prepare an effective visual for your presentation through a poster
that you will use. Create your poster on a long bond paper. Present this (poster
presentations) at the summit (class/ video recorded) wearing a business attire.
ACADEMIC PRESENTATION
TOPIC 4: DOING A MULTIMODAL ADVOCACY

CAMPAIGN
PRE- TASK
Watch the short video @

https://www.youtube.com/watch?v=d6ULmYLuYsk which shows a multimodal
advocacy campaign. After watching it, answer the questions below.
1. What is the focus of the advocacy campaign?

3. How was the message presented?
WHAT IS AN ADVOCACY?
The original meaning of this word: the word “advocacy” comes from the Latin
‘advocare’ and literally means ‘to call out for support’. The origins of advocacy date back
to ancient Rome and Greece when well-established orators would perform as advocates
or wrote orations specifically for pleading someone’s cause. Advocacy is a tool for
putting a problem on the agenda, providing a solution to that problem and building
support for acting on both the problem and solution (Sharma, n.d.)
Why is advocacy important?
71
✓ To raise awareness
✓ To influence and change policies
✓ To represent individuals who may not be able to speak for themselves
HOW TO START A MULTIMODAL ADVOCACY CAMPAIGN

Multimodal Advocacy Campaign is your major requirement of this course
(Purposive Communication) as your Final Term Project. Below are practical steps that
you can consider in starting a Multimodal Advocacy Campaign. Start your preparation by
following the DUDE steps.
Determine your cause.
Understand the issue by doing research.
Develop a plan for your advocacy.
Engage others in your advocacy.
Your output is a written presentation of your advocacy which presents the
following parts.
I. Introduction
A. Background of the Issue
Caveat: Think of a cause or an issue in your community you are interested in like
poverty, child labor, cases on Corona Virus, bullying, terrorism, unemployment, etc.
Understand the issue by doing some research intensively. Surf the net in order to get
research-based information about the issue.
B. Statement of Purpose
Caveat: Describe very concisely the advocacy you intend to work on. Consider
the following questions in stating your purpose.
▪ Who is affected by the issue?
▪ What are the consequences of the issue?
▪ What are the social and economic impacts of the issue?
▪ What are the resources?
▪ What is the history of the issue?
C. Method
Caveat: Describe step by step how you will accomplish this project. Develop a
plan for your advocacy.
II. The Advocacy

A. Vision- Mission Statement
Caveat: Anchor your plan on its Vision and Mission. Below are sample of vision-
mission statements of the companies to guide you in creating your advocacy’s vision
and mission.
72
Company Vision Mission
People use Facebook to To give people the power
stay connected with to build community and
friends and family, to bring the world closer
discover what’s going on together.
in the world, and to share
and express what matters
to them.
To provide access to the To organize the world’s
world’s information in one information and make it
click. universally accessible and
useful.
B. Objectives
Caveat: Derive your objectives from your vision and mission. Your objectives
should be SMART.
• Specific
• Measurable
• Attainable
• Relevant
• Time-bound
C. Strategies
Caveat: Formulate your plan. What specific steps are you going to undertake in
order to attain your objectives?
D. Action Plan
Caveat: Put up the frame of your advocacy. Include the funds, materials,
recruitment of volunteers, target beneficiaries. Engage others and persuade people to
be part of your advocacy.
III. Conclusion
Caveat: Brainstorm on how you will present your multimodal advocacy
campaign. Your MAC is a three- to- five-minute audio- visual presentation of your
chosen advocacy. Your leader of five members shall assign specific tasks to each of you.
Start doing your MAC guided by these following questions (learned from Multimodality)
a. What is the message?
b. What is the purpose of the message?
c. Who is the target audience?
d. How is the message conveyed?
73
Present your initial output to your PC Instructor for critiquing. Your teacher will
return it for revision. After revising it, submit it to your instructor.
ASSESSMENT
TASK: Choose one member of the group (presenter) to present your Multimodal
Advocacy Campaign in class virtually. For face to face, present your output in group.
MULTIMODAL ADVOCACY CAMPAIGN

74
REFERENCES
Alred, G. J., Brusaw, C. T., & Oliu, W. E. (2009). United States of America: Bedford/St.
Martin’s.
Baraceros, E. L. (2011). Technical writing in this era of globalization and modern
technology. Manila: Rex Bookstore, Inc.
Balgos, A. & Sipacio, P. (2016). Oral communication in context for Senior High School. C
& E Publishing, Inc.
Ballena, C., Ramos, Jr., E., & Ignacio, M. (2019). English for purposive communication.
Philippines: Siam Rein Publishing House.
Chase, R. & Shamo, S. (2013). Elements of effective communication, 4th ed.
Washington, Utah: Palin and Precious Publishing.
Lee, M., Ballena, C., Pareja, T., Gochuico, J.,& Puzon, B. (2014). Walking you through
research. Mandaluyong City: Anvil Publishing Inc.
Madrunio, M. & Martin, I. (2018). Purposive communication using English in multilingual
contexts. C& E Publishing. Inc. (pp. 34-42).
Magan, R., et.al. (2018). Purposive communication in the 21 st century. Mindshapers Co.
Inc. (pp. 37-51).
Mondez, R. G. (2014). English for the workplace 2. Quezon City: Great Books Publishing.
Tejada, K. C., Agena, M. G., Rodriguez, E., & Panganiban, P. (2018). Purposive
communication. Philippines: Panday Lahi, Publishing House Inc.
Tendero, E., et al. (2018). Fundamentals of effective speech & oral communication.
Mutya Publishing House, Inc. (pp.3-7).
INTERNET SITES:
British English vs American English. (n.d). Retrieved (July 4, 2020), from
https://www.elionline.com/res/ftpeli/resources/bestcommercialpractice/int/d3
_w4_int.pdf.
Camus, M. R. ( 2017). Pinoys top social media users, according to study. Retrieved (July
8, 2020), from https://technology.inquirer.net/58117/pinoys-top-social-media-
users-according-study.
75
Capecce, V. (n.d.). Delivering your speech. Retrieved (July 30, 2020), from
https://peaceprof4.files.wordpress.com/2017/10/chapter-12-delivering-your-
speech.pdf.
Communication Theory. (n.d.) Berlo’s smcr model of communication. Retrieved (June 5,
2020), from https://www.communicationtheory.org/berlos-smcr-model-of-
communication/.
Effective Communication in the Workplace. (n.d.). Retrieved (July 25, 2020), from
https://www.skillbuilderlms.com/wp-
content/uploads/2017/07/Communication-in-the-Workplace-Reference-
Guide.pdf.
Four Methods of Delivery. (n.d.). Retrieved (July 28, 2020), from
https://2012books.lardbucket.org/books/public-speaking-practice-and-
ethics/s17-01-four-methods-of-delivery.html.
Fundamentals of Oral Communication. (n.d.). Retrieved (July 27, 2020), from
http://www.indianhills.edu/_myhills/courses/SPC101/documents/lu03_public_s
peaking.pdf.
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Module in Purposive Communication

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Module in Purposive Communication

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Table of Contents

LESSON 1: COMMUNICATION PROCESSES, PRINCIPLES AND ETHICS ............................................. 1

TOPIC 1: NATURE OF COMMUNICATION

Communication does not only happen in one form- verbal communication.

TASK : Check your understanding by answering the following questions.

1. How do you differentiate the three types of communication?

You will be graded based on the following criteria:

Content/ Relevance ---------------------------------10

Callee: Good morning. English Mania Online. Can I help you?

1. What was the purpose of the conversation?

Message Decoding Channel

The communication process is consists of number of components engaged in the

TASK 1: Quiz on the elements of communication to test understanding.

You will be graded based on the following criteria:

ARISTOTLE’S MODEL OF COMMUNICATION

Aristotle takes the initiative to create the first model of communication. He

SHANNON- WEAVER’S MODEL OF COMMUNICATION

OSGOOD- SCHRAMM MODEL OF COMMUNICATION

LASWELL’S MODEL OF COMMUNICATION

TUBB’S AND MOSS’S MODEL OF COMMUNICATION

TASK 1: Quiz on the models of communication to test understanding.

You will be graded based on the following criteria:

Analyse the picture below and answer the questions comprehensively.

PRINCIPLES OF EFFECTIVE COMMUNICATION

Principles as observed are pivotal to make an effective communication since

Be guided by the following to achieve ethical communication:

You will be graded based on the following criteria:

After- Reading Questions:

Benefits of Globalization Negative Effects of Globalization

You will be graded based on the following criteria:

TASK 2: Prepare an Infographic about globalization. The following information

You will be graded based on the following criteria:

MODIFIED TRUE OR FALSE. Assess the following by writing Purposive on the

Excerpt from Arent, R. The pragmatics of cross- cultural bargaining (1998).

• What is your initial reaction on the seller and customer’s exchange of

COMMUNICATING IN A MULTI-CULTURAL SOCIETY

Here are few examples of communication in a global setting:

✓ Begging is a shameful act in Chinese culture that when McDonalds

In the workplace of various instances, three strategies are showed below to

Quite a lot of people attempt to preserve their identity by resorting to

TASK 1: Quiz on the three strategies to test understanding.

TASK 2: Conduct an interview on different intercultural modes of

British English American English

Here are some of the key differences in language use conventions.

Here are some key cultural values.

1. What is the message?

IMPORTANCE OF MULTIMODAL TEXTS

You will be graded based on the following criteria:

TASK 3: Create a 60- second multimodal presentation of Public Service

You will be graded based on the following criteria:

using appropriate registers; and

TOPIC 1: COMMUNICATION THRU SOCIAL MEDIA

Do research and conduct interviews to generate data and information about

Number of Reactions -------------------------------10

TOPIC 2: PRESENTATION MEDIA

Watch “The World’s Worst Research Presentation” on YouTube @

1. What is your impression about the video?

WEB- BASED PRESENTATIONS

You will be graded based on the following criteria:

TOPIC 1: TYPES OF COMMUNICATION

1. In the broadest sense, what is an Industrial Engineer?

TASK 1: Quiz on the types of communication to test your understanding.

TASK 3: Imagine you are a Career Guidance Speaker in a school’s orientation.