PURCOM REVIEWER

Lesson 1: COMMUNICATION PRINCIPLES AND ETHICS

COMMUNICATION - putting words into thought and emotions

- It is done effectively only when information is transmitted without
changing both the content and the context of the message.
- art of creating and sharing ideas for a specific purpose
- process of transmitting information
FORMS OF COMMUNICATION
● Verbal (thru words)
● Non-Verbal (thru action)
● Written (letters)
● Visualization (pictures/signs)
Effective Communication
- how rich those ideas are
- ideas are retained in the process
- don’t change the context and content of the message
- a number of skills have to be utilized.

Key Element of Effective Communication

Audience Analysis - refers to anyone who is expected to receive the message you are sending.
- knowing the audience, understanding their level
- how they need to receive the information
- extremely important in “packaging” the message and sending it
across.

Communication barriers:
1. Physical noise (cars passing by, someone pounding on the table)
2. Physiological issues (an upset stomach)
3. Cultural difference
4. Levels of expectations and experiences
5. Difference in perspectives and communication styles

PRINCIPLES OF EFFECTIVE COMMUNICATION

CLARITY – pertains to both the message and the purpose why the
message has to be sent
CONCISENESS - the message should be as brief as may be required
 COMPLETENESS - provide all the necessary information
- the message should still be complete and accurate.
- Answer all the questions asked (what, when, where, why, who and
how) (facts and observations)
ORGANIZATION - usually planned in order to ensure the systematic flow of ideas and
transition from one point to another.
EMPATHY - The sender of the message should be sensitive to the needs and interests of
the receiver.
FLEXIBILITY - know how to adapt to the varying needs and expectations of their audience.

COMMUNICATION AND GLOBALIZATION

Globalization - worldwide integration of humanity
Digital Technology - has erased territorial boundaries among countries and among
people with varying cultures.

Multiculturalists - those who are engaged with and respectful of people with different cultures.

ETHICS IN COMMUNICATION
- Ethics is from the Greek word ‘ethos’ which means “character”.
- ethical only when it is genuine, open, cooperative and sensitive to one’s cultural and
social beliefs and practices.
- Truthfulness, accuracy, honesty, and reason are essential
- Respect should be given to other communicators.
- access to communication sources.
- Fairness and justice should be observed.

How Past Experience and Prejudice Affect Communication

- they pitch in existing information because they learned in the past that adding information
makes the communication more successful.
- In any case, people enter into a communicative situation with certain expectations, and they
behave or react accordingly.

Prejudice
- when people take their past experiences and make certain assumptions that the same
experience will happen with the same people, given the same context.
- Prejudices may be attributed to culture or personal preferences
- effective communicators should avoid prejudice because it influences the communication
process even before it begins.
“Naval Language” or the “Belly Button Psyche”
 two major elements affecting ethical communication are the use of words or
language, and one’s behavior or body language.
 second element – body language – may be enhanced through the ‘Belly Button
Psyche’, or the belly button rule, which is believed to communicate true interest
while engaging in face-to-face communication.

Respecting socio-cultural beliefs and practices of others

 Globalization also entails changing the way people communicate to others, especially those
with different norms, cultures and belief systems. This involves all types of communication,
whether face-to-face, chatting via email, or using various forms of mass media.

Lesson 2: LOCAL AND GLOBAL COMMUNICATION IN MULTICULTURAL SETTINGS

COMMUNICATION STYLES IN VARIOUS MULTICULTURAL CONTEXTS

 refers to the choices people make and the strategies or tools they use in the process of
communication.

COMMUNICATION STYLES MATRIX

- Dr. Eileen M. Russo
- Reflected on the Social Style Theory of David Merill
- shows four different communication styles (direct, spirited, systematic and
considerate)
- Two dimension that categorized (ASSERTIVE AND EXPRESSIVE)

4 TYPES OF COMMUNICATIVE STYLES

1. SPIRITED
 Respect decisions and agenda that have been agreed upon, as well as time limits
during meetings or any communicative situation.
 Try to limit your sharing of personal anecdotes that may take the discussion off-
topic.
 Make sure you are allowing others to contribute their ideas and suggestions – and
that you are genuinely listening to them.
 Be certain that any request you make is clear and that you convey the reason for
such request.
 Communicate your appreciation for others’ work and input.

2. CONSIDERATE
 Recognize that other people’s opinions about a topic are separate from their
opinions about you.
 Realize that not everyone is comfortable discussing personal topics with
colleagues.
 Allow others to open personal matters before asking questions of that nature.
 Respect your own opinion as you respect that of others’.
 Recognize that you don’t have to be friends with everyone, but you should treat
others and be treated – professionally.
3. DIRECT
 Make an effort to listen carefully to others. Avoid interrupting.
 Allow time for ‘chatting’ at the beginning of a meeting.
 Recognize that others may also feel the need to express themselves.
 Recognize that brainstorming can be effective and is not a waste of time.
 Take some time to show your appreciation for others’ contributions.

4. SYSTEMATIC
 Recognize that for good working relationships, consideration for others’ feelings is important.
 Learn to ask qualifying questions that will help you get the information you need.
 Make sure you understand the background of the discussion or scope of the conversation so
no time is wasted.
 Politely ask other questions about themselves if you want to build rapport.
 If you need to ask for more time to know, analyze or discuss something, explain the benefit of
the information you need to know.

VARIETIES AND REGISTERS OF SPOKEN AND WRITTEN LANGUAGE

 In a multicultural society, people must use culturally-appropriate terms, gestures,
expressions and images in any communicative situation.

Language Varieties
 Also called “lects”, these refer to the different variants of a language that can be
sufficiently delimited from one another in terms of social, historical, or geo-spatial factors,

LANGUAGE VARIETIES

Pidgin - I t r e f e r s t o a n e w l a n g u a g e t h a t d e v e l o p s i n t o s i t u a t i o n s
where speakers of different languages need to communicate but do
not share a common language.

Creole - a p i d g i n t h a t b e c o m e s t h e f i r s t l a n g u a g e o f t h e c h i l d r e n , o r
t h e m o t h e r t o n g u e o f a c e r t a i n c o m m u n i t y . Taglish (Tagalog English)

Regional Dialect - It is not a language that is not distinct from a national language, but
rather a variety of a language spoken in a particular area of a country.
- (8) major dialects spoken by majority of the Filipinos: Tagalog, Cebuano, Ilocano,
Hiligaynon/Ilonggo, Bicolano, Waray, Pampango, and Pangasinense.
Minority Dialect - variety used as a marker of identity, usually alongside a standard
variety, by the members of a particular minority ethnic group.
Indigenized Varieties – spoken mainly as second languages in former colonies with
multilingual populations.
Language Registers - defined as the way a speaker uses language differently in different
circumstances.

Formal - used in professional, academic, or legal settings where communication is expected to

be respectful, uninterrupted, and restrained to specific rules. (ex. professional meeting)
Casual - language used by peers, friends, and colleagues (ex. Birthday Parties, chats/text)
Intimate - reserved for special occasions, usually between only two people and often in private
(ex. Husband & Wife, Parent & Children)
Frozen - to historic language that is intended to remain
u n c h a n g e d . (The Bible/ Prayers)
Consultative - People use this register often in conversation when they're speaking with
someone who has specialized knowledge or who is offering advice (ex. Doctor and Patient)

Language registers can also be classified as Formal, Informal, or Neutral.

1. Formal language - registers are appropriate for professional situations, such as when
speaking to a supervisor or writing an invitation letter.

2. Informal language - registers, on the other hand, are conversational and appropriate when
speaking or writing to a friend or to someone you know quite well.
3. Neutral - Non- emotional and laden with facts (ex. Research, Documentation)

Improving one’s Ability in Communicating in a Multicultural Setting

 Refrain from forming expectations based solely on your culture. Knowing and
accepting the validity of cultural differences are key in communicating with people having
diverse communication styles.

 Remove personal biases or any stereotype that may impede understanding. You
don’t want people avoiding you just because of how they see other members of your
group or culture.

 Make a personal commitment to develop communication skills appropriate in

multicultural settings. ability to develop intercultural communication skills largely
depends on how many – and how much – of these promises you are willing to make:

-commitment to seek information from different cultures

- try to understand how the experiences of persons from different cultures leads them to
develop

- pay attention to the situation and context when I communicate person from different
cultures

- effort to be a flexible communicator

- will not insist that persons from other cultures should communicate with me on my terms.
LESSON 3: Evaluating Messages and Images of Different Text Types

 This has highlighted the importance of exploring the concept of World Englishes, or
as defined by Celce- Murcia (2014), the regionally distinct varieties of English that
have arisen in parts of the world where there is a long and often colonial history of
English being used in education, commerce and government.

Extreme 1: The goal of national or regional identity. People use a regional variety of
English with its specific grammar, structure and vocabulary to affirm their own national or
ethnic identity (e.g. Only Filipinos use the terms “senatoriable”, “congressman”,
“chancing”, and “bedspacer”, among others, and use these when communicating with
other Filipinos).

Extreme 2: The goal of intelligibility. Users of a regional variety should ideally still be
readily understood by users of English everywhere else in the world to fully participate in
the use of English as an international language (e.g. Users of Filipino English have to
understand that they have to use “bin” instead of “trash can” or “lift” instead of “elevator”
when in a country using British English).
 The challenge is to find a good balance between the identity-intelligibility extremes.

Code Switching
 using English and another language in the same statement

Multimodality
 text or output is considered multimodal if it uses two or more communication
modes to make meaning.
 shows different ways of knowledge representations and meaning-making, and
investigates contributions of semiotic resources (language, gestures, images)
that are co-deployed across various modalities (visual, aural,somatic, etc.).
 highlights the significance of interaction and integration in constructing a
coherent text

A multimodal text can either be one of the following:

 Paper (books, comics, posters, brochures)
 Digital (slide presentations, blogs, web pages, social media, animation, film,
videogames
 Live (performance or an event)
 Transmedia (A story is told using multiple delivery channels through a combination
of platforms, such as comics, film, and video games all working as part of the same
story with the same message.)

In creating a multimodal text, the Purpose, Audience, Context must all be considered.
 As to purpose, the creator of the text must be clear on the message and the
reason(s) why the message has to be delivered.
 As to audience, the nature, interests and sensitivities of the target audience must
be considered so the text will not be offensive and hurt people’s sensibilities.
 As to context, the message should be clearly delivered through various semiotic
 resources, and in consideration of the various situations where and how the text
will be read by different people having different cultural backgrounds.