Purposive Communication Module

Module in Purposive Communication
Republic of the Philippines

CAVITE STATE UNIVERSITY
Naic Campus
Bucana, Naic, Cavite
Purposive Communication is about writing, speaking, and presenting to

different audiences and for various purposes. Purposive Communication is
a subject that will educate you about the ethical communication which
helps you to become a better and effective communicator with the heart.
You will also earn that communication is Globalization and that
globalization serves us a bridge that connects people all over the world.
1.) The communication Process and its Component.
2.) Levels of Communication
3.) Functions of Communication
4.) Communication Ethics.
At the end of this module, you are expected to:
Describe the nature, elements, and functions of verbal and non-verbal

communication in various and multicultural contexts; explain how cultural
and global issues affect communication. Present ideas persuasively using
appropriate language registers, tone, facial expressions, and gestures.
Write and present academic papers using appropriate language
registers, tone, facial expressions, and gestures. Appreciate the impact
of communication on society and the world.
Table of Content
CHAPTER 1-The Communication Process and Its
Component
CHAPTER 2 – Intercultural and Global Communication
CHAPTER 3- Varieties and Registers of Spoken Written

Language
CHAPTER 4 – Evaluating Messages and Images
CHAPTER 5 – Communication and Technology
CHAPTER 6- Communication for Various Purposes

CHAPTER 7- Communication in the Workplace
CHAPTER 1-The
Communication
Process and Its
Component
Class Discussion
1. What is Communication?
2. Why communication is Important?
3. Do you have idea what are the elements of communication?

THE COMMUNICATION PROCESS AND ITS COMPONENTS.
We define communication as the process of sharing meaning in any

context. In addition, Wood (2003), in her book Communication in our lives
defined communication as a systematic process in which people interact
with and though symbols to create and interpret meanings.
We communicate most hours of the day starting from the moment we wake
up in the morning until before we sleep at night. Imagine yourself in a world
without communication.
Communication is a process. This process include context, participants,

message, channel, presence or absence of noise and feedback.
Context
Context, is the setting in which communication occurs. This could be
physical, social historical, cultural or psychological.
Physical Context refers to where communication take place.

Temperature, lightning, noise level are factors that affect the
communication process.
Social Context, is the relationship that exist between and among

participants. We communicate with our friends, family, workmates or
strangers. For instance, we communicate differently with our parents or
siblings at home and this change when we talk to our professor or
classmates.
Historical Context is the background provide by the previous

communication between the participants that influence understanding of
current encounter.
Psychological Context includes the moods and feelings each person

brings to the communication.
Cultural context includes beliefs, values, norms that are shared by a

large group of people (Lustig and koester, 1993 in Verderber, 1999)
Participants
Participants are the people communicating- The seder and the

receiver. As senders, we form message and send them through different
means. The reciever processes the message and reacts to them.
MESSAGES
Communication take place through sending and receiving of
messages. Message are encoded or decoded information in
communication process.
Channels
During communication, the message is carried through a channel. A
channel, according to Verdeber (1999), is both a route traveled by the
message and the means of transportation. Messages are transmitted
through sensory channel. Face-to-face communication has two basic

channel: Sound (Verbal symbol) are light (non-verbal cues).
Noise is anything that interferes with communication. It can be:

External Noise are sights sounds and other stimuli in the environment that
draw people’s attention away from what is being said.
Internal Noise are thoughts and feelings that intervene with the
communication process. For instance, day dreaming in class.
Semantic Noise are unintended meanings aroused by certain symbols that

prevent comprehension
Feedback- Responses to message are called Feedback. Feedback shows

how to message sent is heard, seen and understood.
Five Levels of Communication
1. Verbal Communication
Encompasses any form of communication involving words, spoken,
written or signed.
2. Non- Verbal Communication
Includes body language such as gestures, facial expression, eye
contact, and posture.
3. Intrapersonal Communication
Occurs within the person, this is sometimes referred to as cognitive or
personal communication or “Self-talk”.
4. Interpersonal Communication
Refers to communication that occurs between two people who
establish a communicative relationship.
5. Public Communication is speaker sending message to an audience. It

could be a direct, face to face message delivery of a speaker to an
audience, or it could indirect, using radio or television.
Principles of Communication
1. Communication is Purposive
The purpose of the communication may be trivial or significant but
one way of evaluating if the communication is successful it is it has
accomplish it purpose.
2. Communication continuous
Communication happens nonstop, even silence communicates something.
3. Communication message vary in conscious encoding.
Communication may occur spontaneously (without much thought), it could
be based on a “learned”, script, or ot could be constructed based on the
understanding of a situation.
4. Communication is relational
It any communication setting, people not only share meanings but also
negotiate and enhance their relationships. Communication plays a role in
developing, maintaining, and dissolving relationship.
5. Communication has ethical implication
When we communicate we cannot avoid making choices with ethical
implication. In communicating, we must recognize some ethical standard.
6. Communication Learned
Communicating well is a skill, therefore it can be learned. Simply
talking is not communicating. It involves, listening, processing thoughts and
giving opinion then speaking.
Activity 1: Team Collaboration and Leadership
Performance Task: TOWER
Activity 2.
Advertisement
Here are some steps you should consider while completing the task.
Advertising a product effectively involves several key steps and strategies

to ensure you reach your target audience and convey the value of your
product. Here's a step-by-step guide to help you get started:
1. Define Your Target Audience: Identify who your ideal customers

are. Consider demographics (age, gender, location), psychographics
(interests, values, lifestyle), and buying behaviors. This information
will guide your advertising efforts.
2. Set Clear Goals: Determine what you want to achieve with your
advertising campaign. Common goals include increasing brand
awareness, driving sales, generating leads, or promoting a new
product feature.
3. Choose the Right Advertising Channels: Select the platforms that

align with your target audience's preferences. This could include
social media (Facebook, Instagram, Twitter), search engines (Google
Ads), email marketing, influencer partnerships, print media, TV, radio,
and more.
4. Craft Compelling Messaging: Develop clear and concise

messaging that highlights your product's benefits, unique selling
points, and how it solves a problem for your target audience. Focus
on addressing your customers' pain points and needs.
5. Create Eye-Catching Visuals: Use high-quality images, videos, and

graphics that showcase your product in action. Visual content can
grab attention and convey your product's value more effectively than
text alone.
6. Craft Different Ad Formats: Depending on the platform, create

various ad formats such as image ads, video ads, carousel ads, or
interactive ads. Tailor your content to fit the platform's specifications.
7. Leverage Social Proof: Include customer reviews, testimonials, and

case studies to build trust and credibility. Positive feedback from
existing customers can persuade potential customers to make a
purchase.
8. Implement Call-to-Action (CTA): Clearly state what action you want

the viewer to take. Whether it's "Shop Now," "Learn More," "Sign Up,"
or "Request a Demo," a strong CTA guides your audience toward the
desired action.
9. Allocate Budget Wisely: Set a budget that aligns with your goals
and the platforms you're using. Monitor your spending and adjust as
needed based on the performance of different channels.
10. Monitor and Optimize: Regularly track the performance of

your ads. Use analytics tools provided by the advertising platforms to
measure key metrics such as click-through rates, conversion rates,
and return on ad spend. Adjust your strategy based on the data to
improve results.
11. Consistency and Branding: Maintain a consistent visual and

tonal branding across all your ads. This helps in building brand
recognition and reinforcing your product's identity.
12. Engage with the Audience: Respond to comments,

messages, and inquiries from potential customers. Engaging with
your audience helps foster a connection and builds trust.
13. Adapt and Innovate: Stay up-to-date with industry trends and
customer preferences. Continuously innovate your advertising
strategies to keep your campaigns fresh and relevant.
Remember, successful advertising takes time and iteration. Be patient,

monitor your results, and be willing to adapt based on what you learn from
your campaigns.
Chapter 2
INTERCULTURAL
GLOBAL
COMMUNICATION
Thinking about Culture
We usually think of a culture or society as basically geographical or

ethic, the East and the West, the majority and the minority. Significant
differences, of course, exist between societies in different parts of the
world, and it is true that they speak different languages: dress differently:
and use different nonverbal system. To understand the implication of this
communication-culture relationship it is necessary to think in term of

ongoing communication process rather than a single communication event.
For example:
When a three-person group first meet, the members bring with them
individual thought and behavioral patterns from previous communication
experiences and from other cultures of which they are, or have been a part.
We think culture as something that other people have unusual clothes,

strange foods, or odds custom like wearing French berets or Japanese
geisha clothing, doing strange things with coconuts or tulips, and featuring
typical building (Bamboo huts, Roman templates, Chinese pagodas). You,
however, also have practices that those from another culture might regard
as odd.
Culture as Geography or Ethnicity
This way of seeing culture focuses on large scale differences between

nation’s styles of religion or beliefs, ideas of national dreams and goals or
preferred way of acting.
Cross cultural Communication generally compares the communication
styles and patterns of people from very different cultural/social structures
such as nation-states, while intercultural communication deals with how
people from these cultural/social structures speak to one another and what
difficulties or differences they encounter, over and above the different
languages they speak (Gudykunst 1984).
TRANSACTING CULTURES.
The defining element is that you belong to a set of people who share
meanings and styles of speaking, system of beliefs and customs. You live
your life in the context of a communicating set of individuals who transact a
universe of thought and behavior that makes possible certain ways of
treating other people.
DIMENSION OF CULTURE
A community or population sufficiency large enough to be self- sustaining,

that is large enough to produce new generations of members without
relying on outside people. The totality of the group’s experience, and
patterns of behavior and its concepts, values and assumptions about life
that guide behavior and how those evolve with contact with other cultures.
CONTEXT- Some societies, known as high-context societies place a great

deal of emphasis on the total environment or context where speech and
interaction take place. In a high context society, spoken words are much
less important than the rest of the context.
FOR EXAMPLE- The relationship between the people communicating. It is

much more important for people to indicate and respect for one another in
various verbal and non-verbal ways than it for them to pay close attention
to the exact words spoken.
Association- Relationship build slowly and depend on trust. Productivity

depends on relationship and the group process. An individual identity is
rooted in groups (family, culture, work). Social structures and authority are
centralized.
Interaction- Nonverbal elements such a voice tone, gesture,facial

expression and eye movement are significant.
Territoriality- Space is communal. People stand close each other and

share the same space.
Temporality- Everything has its own time, and time is not easily scheduled
. Change is slow, and the time is a process that belongs to other and
culture.
Collectivism/Individualism- Some culture stress collectivism and some

stress individualism/individuality.
Time- Different society’s attitudes toward time diverge as well. In the

United States, the phrase, “TIME IS MONEY” assumes that it is important

not to waste people time.
Conflict- Cultures can also be distinguished according to their

understanding of and approach to conflict, which involves real or perceived
incompatibilities of processes, understanding and viewpoints between
people.
INTERCULTURAL COMMUNICATION ETHICS AND COMPETENCE
A lot who you are depends on where you are, or at least on where you
came from, as well as the group you belong to and how they expect people
to behave. You are not alone: You belong and you don’t always have a
choice. Simply being a Filipino both constraints and enables certain
behaviors and styles. You belong to many groups, some people ( group of
friends or neighbors), some large ( your citizenship or your ethnic group)
and some probably peripheral (your shoe size, clothing preference).
Somewhere in there, somewhere in your sense yourself, however in the
culture (are the cultures) that you as yours.
IDENTIFYING YOUR CULTURE
This context and back ground go beyond your immediate networks to a

sense of belonging to a large set of people who include you in their
membership.
For Examples:
You might start off seeing yourself as a member of a national group
(Asian, American, English, and Italian) or an ethnicity (German, Spanish or
Han Chinese). In fact if you ask people to identify themselves, one of the
first references they make is to race or nationality
YOU BELONG WITH OUT KNOWING IT
You will born into society, a nationally and a heritage you live
somewhere; you follow certain rules that exist in the society.
For Example:
You drive either on the right or the left)
You speak a particular language or a set of languages that prevail there:
you eat particular foods and can identify “Ethnic cuisines” Of other
nations.
YOU DO IT WITH OUT KNOWING IT.
Your talk indicates or displays your culture membership. Your culture is

written in your voice not only in the language you speak but also the
thoughts you express and the assumption you make. Obviously, talk
accomplishes this in the straightforward sense. French men and women
speak French.
ETHICS ACROSS CULTURE (Kale 1997)
● Ethical communicators address people of other cultures with

the same respect that they would like to receive themselves.
Intercultural communicators should not belittle the cultural
identity of other through non-verbal communication.
● Ethical communicators seek to describe the world as they
perceive it as accurately as possible. What is perceived to be
the truth may vary from one culture to another: truth is socially
constructed.
● Ethical communicators encourage people of other cultures to
express themselves in their uniqueness. This principle respects
the right of people to expression regardless of how popular or
unpopular their ideas may be.
● Ethical communicators strive for identification with people of
other cultures. Intercultural communicators should emphasize
the commonalities our cultural beliefs and values rather than
their differences.
The Language and Ethics of Prejudice and Racism

Communication can play a role in either spreading prejudice and racism or stopping
their spread. Prejudice and racism are commonly viewed as being rooted in the child’s
early socialization and fostered in communication with other people who are
prejudiced or racist.
COMMUNICATION APPROACH TO INTERCULTURAL

COMMUNICATION
PERSONALITY STRENGTH
The main personal traits that affect intercultural communication are self-
concept, self-disclosure, self-monitoring and social relaxation. Self-
concept refers to the way in which a person view the self. Self-disclosure
refers to the willingness of individual to openly and appropriately reveal
information about themselves to their counterparts.
COMMUNICATION SKILL
Individuals must be competent in verbal and non-verbal behaviors.

Intercultural communication skill require message skill, behavioral
flexibility, interaction management and social skill. Message skill refer to
the ability to understand to use the language and feedback. Behavioral
flexibility is the ability to select an appropriate behavior in diverse context.
Interaction management emphasizes a person’s other- oriented ability to
interaction, such as attentiveness and responsiveness.
PSYCHOLOGICAL ADJUSTMENT
Effective communicators must be able to acclimate to new environments.

They must be able to handle the feelings of culture shocks, “such as
frustration, stress and alienation in ambiguous situation caused by new
environment.
CULTURAL AWARENESS
To be competent in intercultural communication, individuals must

understand the social customs and the social system of the host culture.
Understanding how a people think behave is essential for effective
communication with them.
Barriers to Intercultural Communication
ANXIETY
The first barriers is high anxiety. When you are anxious because of not
knowing what you are expected to do, it is only natural to focus on that
feeling and not be totally present in the communication transaction.
FOR EXAMPLE:
You may have experience anxiety on your very first day on a new college
campus or in a new job. You may be conscious of being new and out of
place and focus so much of your attention on that feeling that you make
common mistakes and appear awkward to others.
ASSUMING SIMILARITY INSTEAD OF DIFFERENCES

The Second Barriers is assuming similarity instead of difference. The
cultural difference may be in how teenagers listen to music. An Angolan
teenager will probably play music in communal fashion for several people
to listen, dance and sing along. Most probably here in the Philippines, the
teenager listens to the music alone.
ETHNOCENTRISM
The third barriers to effective intercultural communication is Ethnocentrism,
or negatively judging aspect to another culture by the standard of one’s
own culture. To be ethnocentric is to believe in the superiority of one’s
culture. Everything in a culture is consistent to the culture and make sense
if you understand the culture.
FOR EXAMPLE:
Assume that global warming is a fact and as a result assume is not used to
humid weather condition, it would be logical for Americans to make
adjustments. Rather than air conditions buildings all day they might close
schools and businesses in the afternoon to conserve energy.
STEREOTYPES AND PREJUDICE
Stereotypes and prejudice are a destructive stumbling block to intercultural

communication. The term stereotype is the broader term commonly used
to refer to negative or positive judgments made about individuals based on
any observable or believed group membership, whereas prejudice refers
to the irrational suspicion or hatred of a particular group, race, religion, or
sexual orientation. These term are related in that they both refer to making
judgments about individual based group members.
STEREOTYPES: DEFINITION
The word Stereotyping was first used by journalist Walter Lippmann in

1992 to describe judgments made about others in the basis of their ethic
group membership. Today, is more broadly used refer to judgment made
on the basis of any group of membership. Psychological have attempted to
explain stereotyping as mistakes our brains make in the perception of other
people that are similarities to those mistakes our brains make in the
perception of visual illusions.
NEGATIVE EFFECT ON COMMUNICATION
Stereotypes are harmful because they impede communication in at least

for ways:
 They cause us to assume that a widely held belief is true when it may
not be, research conducted by Gordon Allport (1954). Showed
FOR EXAMPLE:
That a prevalent stereotype of American as dishonest was proved false
when a credit- reporting association gave the group credit ratings as good
as those given others
 Continue use of the stereotype reinforce the belief. Stereotypes of

women as ornaments or of people of color as stupid or shameless or
of gay men as promiscuous reinforce a belief that places individual
women African, Asian and gay men at risk.
 Stereotypes also impede communication when they cause us to
assume that a widely held belief is true of any one individual.
FOR EXAMPLE:
If a group is stereotyped as dishonest that does not mean that any one
individual in that group is dishonest
 The stereotype can become a “Self-fulfilling prophecy” for the person

stereotyped. Research by psychologist stele and Aronson (1995) has
shown that a negative stereotype creates a treats that can distract the
individual stereotype and lower performance.
PREJUDICE: DEFINITION
Whereas stereotypes can be positive or negative, prejudice refers to the

irrational dislike, suspicions or hatred of a particular group, race, religion, or
sexual orientation. Person within the group are viewed not in terms of their
individual merit but according to the superficial characteristics that make
them part of the group
CHARACTERISTICS OF INTERCULTURAL COMPETENCE
Motivation
The desire to communication successfully with strangers is an important
start.
FOR EXAMPLE:
People high in willingness to communicate with people from other cultures
report a greater number of friends from different backgrounds than those
who are willing to reach out. Having the proper motivation is important in all
communication, but particularly so in intercultural interactions because they
can be quite challenging.
TOLERANCE FOR AMBIGUITY

Communicating with people from different backgrounds can be confusing.
A tolerance for ambiguity makes it possible to accept, and even embrace,
the often equivocal and sometimes downright incomprehensible messages
that characterize intercultural communication.
OPEN MINDEDNESS
It’s one thing to tolerance ambiguity: it’s another to become open minded
about cultural differences. There is a natural tendency to view others
communication choices as “wrong” when they don’t match our cultural
upbringing. In some parts of the world, you may find that women are not
regarded with the same attitude of equity that is common in the West.
Likewise, in other cultures, may be amazed at the casual tolerance of
poverty beyond anything at home , or with practices of bribery that don’t
jibe with other cultures notion of what is ethical.
KNOWLEDGE AND SKILL

The rules and customs that work with one group might be quite different
from those that succeed with another.
FOR EXAMPLE:
When traveling in Latin America, you are likely to find that meetings there
usually don’t begin or end at their scheduled time, and it takes the
participant quite a while a go “get down to business.” Rather than viewing
your hosts are irresponsible and unproductive you’ll want to recognize that
the meeting of time is not the same in all cultures. Likewise the gestures
other make, the distance they stand from you and the eye contact they
maintain have ambiguous meaning that you’ll need to learn and follow.
Act 3:
Presentation showing different cultures (culture at home, etc.) /Photo series

Uploading a photo series showcasing different cultures at home can be a

wonderful way to celebrate diversity and promote understanding. Here's a
step-by-step guide on how to do it:
1. Select the Theme and Cultures: Decide on the theme of your photo
series. Will it focus on traditional clothing, food, rituals, decorations,
or something else? Choose the cultures you want to feature and
research them to ensure accuracy and respect.
2. Photography Planning: Plan your photo shoots carefully. Consider
lighting, angles, and compositions that will best represent each
culture's uniqueness. Make sure to capture both individual details and
broader scenes.
3. Seek Permission: If your photo series involves people, especially in
private settings, obtain their consent before photographing them.
Respect their privacy and cultural practices.
4. Capture Authentic Moments: Aim to capture authentic moments
that highlight cultural practices at home. These could include cooking
traditional meals, engaging in rituals, wearing cultural attire, or simply
spending time with family.
5. Diversity and Respect: Showcase a wide range of cultures to
promote inclusivity and avoid focusing on stereotypes. Be respectful
in your portrayal and avoid cultural appropriation.
6. Editing and Organizing: Edit your photos for consistency and visual
appeal. Consider organizing the photos in a way that tells a story or
flows naturally from one culture to the next.
7. Create Descriptions: Write descriptions or captions for each photo.
Provide context about the cultural practices depicted, explaining their
significance and relevance to daily life.
8. Select a Platform: Choose a platform to share your photo series
(FB).
9. Upload and Share: Upload your photos and descriptions to your
chosen platform. Ensure the images are of high quality and are
displayed in a visually pleasing manner. Use the following hashtags
to reach a broader audience.
#celebratingdiversitywithIvah #promoteunderstanding
#culturesathome
10. Engage with Your Audience: Encourage discussions and

conversations around the cultures featured in your photo series.
Respond to comments and engage with your audience in a respectful
and informative manner.
11. Promote Cultural Understanding: Use your photo series as
an opportunity to educate your audience about different cultures,
traditions, and ways of life. Address any misconceptions or
stereotypes that may arise.
12. Respect Copyright and Privacy: If you're featuring images of
people, respect their privacy and adhere to copyright laws. Don't use
images without proper permissions, and ensure you credit
photographers if you're using their work.
13. Continual Learning: Be open to feedback and continuous
learning. If you receive feedback that highlights potential cultural
inaccuracies or insensitivity, take it constructively and make
necessary adjustments.
Take note the goal of your photo series should be to celebrate diversity,
foster cultural understanding, and inspire others to appreciate the beauty of
different ways of life.
Activity 4: .Problem Solving and Decision-Making
Remember that decision-making is not always about finding the perfect

choice but making the best decision with the information you have at hand.
It's also essential to trust your instincts and intuition, especially when
dealing with complex or ambiguous situations. As you practice and gain
experience, your decision-making skills will improve.
1. Understand the Problem: Clearly define the problem and its scope.
What exactly is the issue you're trying to address? Break down the
problem into smaller components if needed.
2. Gather Information: Collect relevant information and data about the
problem. Research, analyze, and gather as much information as
necessary to fully comprehend the problem's context and factors.
3. Identify Possible Solutions: Brainstorm potential solutions. Encourage
creativity and think outside the box. Consider both conventional and
innovative approaches.
4. Evaluate Solutions: Assess each potential solution's feasibility,
effectiveness, and potential outcomes. Consider the pros and cons of
each option. This is a critical step in selecting the best solution.
5. Choose the Best Solution: Based on your evaluation, choose the
solution that seems most likely to address the problem effectively.
Sometimes a combination of solutions might be necessary.
6. Plan Implementation: Develop a detailed plan for how you will
implement the chosen solution. Break down the plan into actionable
steps, allocate resources, and establish a timeline.
7. Take Action: Put your plan into action. Execute each step as planned.
Be adaptable and ready to make adjustments as necessary based on
real-time feedback.
8. Monitor Progress: Continuously monitor the progress of your
implementation. Are you achieving the expected results? If not,
assess what's going wrong and make adjustments.
9. Iterate and Improve: If your initial solution isn't producing the desired
outcome, be willing to iterate. This might involve revisiting the
problem, re-evaluating your solutions, and making modifications to
your approach.
10. Reflect and Learn: Once the problem is resolved, take time to
reflect on the process. What did you learn? What could have been
done better? This reflection can help you improve your problem-
solving skills for future challenges.
Chapter 3
VARIETIES AND
REGISTERS OF
SPOKEN AND
WRITTEN
LANGUAGE
DIVERSITY IN CULTURE, LANGUAGE, AND COMMUNICATION
Diversity is reality. It is increasing affecting traditional and digital media, trade, labour
practices, and even casual conversation. Changes in registers in one part of the world
affect people everywhere. There are many types of diversity which are associated with
injustice and inequality where not every person or group is treated equally because of
them. These types of diversity include socially excluded groups, nationality, ethnicity,
race, gender, sexual preference, social class, religious beliefs and practices and
physical or mental disability.
What Is Cultural Diversity And Why Is It Important?
The things you do and the practices you were taught inform who you become. Culture is
a broad term that encompasses beliefs, values, norms, behaviors, and overall can be
understood as our “way of being.” When you go out into the world, you will come into
contact with people from different backgrounds and walks of life. It’s a good rule of
thumb to honor cultural diversity with your actions.
In the foregoing discussion, you may have assumed that if you learned the language of
others, you also learned their culture. This is not ways the case. You can learn a lot of
cultural features but is does not necessarily teach you sensitively and awareness or
even how to behave in certain situations. What the fifth language skill “Cultural
competence”, teaches you is the mind-set the techniques to adapt your use of English
to learn about, understand and appreciate the values, ways of doings things and unique
qualities of other cultures. It involves understanding how to use language to accept
difference, to be flexible and tolerant of ways of doing things which be different to yours.
It is an attitudinal change that is expressed through the use of language.
Varieties of Spoken and Written Language
There are two factors that distinguish spoken language from the written one (1) the
actual situation or context in which the language is used. And (2) the purpose of
communication
Characteristics of Spoken Language

 The situation in which the spoken variety of language is used and which it
develops presupposes the presence of an interlocutor.
 The spoken language is mostly maintained in the form of a dialogue.
 The spoken language utilizes the human voice and all kinds of gestures which
give additional information.
Varieties of Spoken Language.
1. Interactional- having a social function. This make use of informal type of speech
which aims to develop relationships between interlocutors.
Example: A: Hi! How’re you today?

B: I’m good. You?
C. I’m Ok
2. Referential- providing the listener some information referring to objects on the

matter at hand. In return, the listener has to know the context before they can
understand the references.
Example: The mobile phone unit has been sent via door-to-door at 10 o’clock. Please
notify our office once you have received it.
3. Expressive-showing the speaker’s judgements or feeling about a person event or

situation.
Example: It’s truly unbelievable! How could she do such a terrible thing?
4. Transactional- getting information or making a deal. It has s specific purpose and

is driven by needs and wants rather than sociability. Unlike intercultural language,
transactional spoken language has its intention to achieve a give and take
relationship between the speaker and the listener.
Example:
A. May I know how much this parcel cost?
B. You can give me php100.00
5. Phatic- engaging in small, plain talk. The speaker and listener use minimal amount
of language to engage in the conversation. This spoken language variety poses
familiarity of toxic and context between the speaker and the listener.
Example: A: Coffee??
B: Yes, black.
Characteristic of written language:
1. The written variety presupposes the absence of the interlocutor.

2. The written language is mostly maintained in the form of a monologue.
3. The written language is more carefully organized and more explanatory most
written, the word choice is more deliberate.
ACT 5:
Training and Instruction:/Travel Brochure / Tour Guide
Creating a travel brochure is a creative endeavor that requires attention to detail and a
deep understanding of your audience's interests. Balancing engaging content with
appealing design will help you create a brochure that effectively showcases the beauty
and allure of the destination you're promoting.
Plan the Content:
Organize your content into sections. Common sections include:
Cover: Eye-catching image and destination name.

Introduction: Brief overview of the destination and its highlights.
Attractions: Descriptions of must-visit places and activities.
Accommodation: Information about lodging options.
Dining: Recommendations for local food and restaurants.
Transportation: Details on getting around.
Maps: Inset or fold-out maps for orientation.
Contact Information: Website, phone number, social media, etc.
Call to Action: Encourage readers to take the next step (e.g., book a trip, visit a
website).
ACT 6:
Oral, audio-visual, and/or web-based presentations to promote cultural values
Cultural Exchange Showcase
The objective of this performance task is to encourage participants to research,

understand, and present aspects of a specific cultural value from a culture that is
different from their own. By doing so, participants will develop cross-cultural empathy,
appreciation, and respect for diverse perspectives.
Participants will create a presentation that showcases the chosen cultural value.
Traditional Performance: Perform a traditional dance that embodies the cultural value.
The evaluation of traditional dances should be done with cultural sensitivity and respect
for the communities from which they originate. Different dances may prioritize certain
criteria over others based on their cultural context and purpose.
Criteria:
Cultural Context: Traditional dances are deeply rooted in specific cultures and
communities. It's important to understand the historical, social, religious, and ceremonial
context in which the dance originated and evolved. 30%
Authenticity: A traditional dance should stay true to its original form and purpose.
Authenticity is crucial in preserving the cultural integrity of the dance, including the
costumes, music, and movements. 20%
Audience Engagement: Traditional dances are meant to engage and connect with the
audience. Assessing how well the performance captivates and involves the audience
can be an important criterion. 20%
Costumes and Attire: The attire worn during traditional dances often carries symbolic
meaning and reflects the cultural identity of the community. Evaluating the accuracy and
attention to detail in costumes can provide insights into the dance's authenticity. 15%
Emotion and Expression: Traditional dances often convey emotions, stories, and
cultural narratives. Evaluating the dancers' ability to convey these elements
authentically and emotionally can contribute to the overall assessment. 15%
Chapter 4
EVALUATING
MESSAGES AND
IMAGES
What is message?
In communication cycle, message is one of the elements that gives information

and ideas to its intended receiver or audience. In rhetorical studies and communication
studies, the message is the information conveyed by words (in speech or writing, and or
other sign and symbols. Therefore, message, whether verbal or nonverbal or both,
make up the content of the communication process. The source of sender starts the
process by conveying the message to a receiver.
Example of Observations
Verbal and nonverbal content
A message may include verbal content (written or spoken words, sign language.
E-mail, text, phone calls etc. ) and will include non-verbal content. (Meaningful
behavior beyond words) body movement and gestures, eye contact, artifacts and
clothing, vocal variety, touch, timing etc. Intentionally or not, both nonverbal and
verbal content is part of the information that is transferred in a message. If nonverbal
cues do not align with the verbal message.
Communicating Message
Communication is the process of sending and receiving messages. However,

communication is effective only when the message is understood and when it stimulates
action or encourages the receiver to think in a new days.
The message in a Rhetorical Act
Defined mostly broadly, rhetoric is the study of all the processes by which people
influence each other through symbols, regardless of the intent of the source. A
rhetorical act, however, is an intentional, created, polished attempt to overcome the
challenges in the given situation with specific audience on a given issue to achieve a
particular end. A rhetorical act create a message whose shape a form, beginning and
end are stamped it on by one or more human authors with goals for an audience.”
Message in Classical Rhetoric
Both Cicero and Quintilian accepted the Aristotelian nation that a rhetorical
message consist an effective use of logical, ethical, and pathetic group.
Message in the Media
A well-defined message has two key components. First it is simple, direct and concise.
Second, it defines the issues on your own terms and in your own words.
What is the purpose of the Message?
Oftentimes in our conversation, we end up disappointed not getting the response we

need from the person. This can be attributed the purpose of our message.
1. Informative Message
These can be used to share or convey information, usual repetitive, everyday

task, direction, codes, processes and procedure in the workplace. The message should
be very clearly, straight to the point and easy to understand.
2. Persuasive message
These occurs when a person tries to convince another person or group to take
certain specific action. It should be specific as possible and the purpose should be
observable and measurable.
3. Goodwill Message
These are used to show a sense of kindness, friendliness, gratitude regret,

sympathy, appreciation, congratulations, and invitation.
THE READER AND THE AUDIENCE
What do we do as a readers?
The reader of any text plays a vital role of providing interpretations concerning
what has been read. By definition, a reader is someone who reads a particular
newspaper, books, or magazine, with a particular skill.
What do we do with message?
Message come from the text being read. These could be evaluated by the
readers in different ways, they begin to have different levels of readings comprehension.
ACT 7:
Social Media and Online Communication:
Posting a goodwill message online involves expressing your positive thoughts, wishes,
or support for someone or a specific situation.
Remember, the goal of a goodwill message is to uplift, support, and spread positivity.
Keep your message genuine, thoughtful, and respectful.
Here are the steps to create an effective goodwill message:
 Choose Your Platform: FB

 #spreadpositivitywithIvah
 #goodwillmessageforGNED05
 Identify the Recipient: Clearly identify who the message is intended for. It could be an individual, a group, a
community, or even a general message for everyone.
 Be Sincere: Your goodwill message should come from the heart. Be sincere in your words and show
genuine care and empathy. Authenticity is key.
 Use Positive Language: Use positive and uplifting language. Focus on the positive aspects of the situation
or the person you're addressing.
 Start with a Greeting: Begin your message with a warm greeting. This sets a friendly tone for the message.
 Express Your Goodwill: State your goodwill intentions clearly. Whether you're wishing someone well,
congratulating them, or offering support, make your intention evident.
 Provide Context (if necessary): If the message is related to a specific event, achievement, or situation,
provide a brief context so that readers understand the significance of your message.
 Personalize (if possible): If you have a personal connection with the recipient, consider adding a
personalized touch. Mention a shared memory, experience, or something that makes your message more
meaningful.
 Use Inspirational Quotes or Sayings: Incorporate a relevant quote or saying that aligns with your message.
This can add depth and reinforce your positive wishes.
 Keep it Concise: While you want to convey your goodwill, avoid making the message overly lengthy. People
often appreciate succinct and meaningful messages.
 Avoid Controversial Topics: Stick to the positive aspect of your message. Avoid controversial topics or
anything that could potentially offend or alienate readers.
 Encourage Interaction: If the platform allows, encourage others to join in with their own positive thoughts and
wishes. This can create a sense of community around your message.
 End with Well Wishes: Conclude your message with well wishes or a closing statement that reinforces your
positive intent.
 Use Emoji’s or Visuals (optional): Emojis or visuals can add a touch of warmth and playfulness to your
message, but use them judiciously.
 Proofread: Before posting, proofread your message for any spelling or grammatical errors. A well-written
message is more likely to have a positive impact.
 Respect Privacy: Ensure you're not sharing sensitive or private information without the recipient's consent.
 Spread Positivity: Your goodwill message can have a ripple effect. Use it as an opportunity to spread
positivity and kindness.
 Consider Timing: Depending on the nature of your message, consider the timing of your post. Posting during
appropriate times can increase its visibility and impact.
Act 8:
Emergency Communication/
Leading crisis communication efforts
Creating effective emergency communication is crucial to ensure that important

information reaches people quickly and clearly during critical situations. Whether you're
managing a crisis at an organization, a community, or for personal reasons. Effective
emergency communication can save lives and minimize panic. Regular training,
planning, and adaptation are key to ensuring that your communication strategies are
responsive and effective in a crisis.
 Preparation and Planning:
Identify Potential Scenarios: List the types of emergencies that could occur. This could
include natural disasters, accidents, health crises, security threats, etc.
Establish a Communication Team: Designate a team responsible for managing and

disseminating emergency communications. This team should include individuals with
different roles, such as communication experts, spokespersons, technical support, etc.
Develop a Communication Plan: Create a comprehensive communication plan that

outlines the roles, responsibilities, and communication channels to be used during
emergencies.
 Message Content:
Keep it Clear and Concise: Craft messages that are clear, concise, and to the point.
Use simple language that is easily understood.
Provide Relevant Information: Include details such as the nature of the emergency,
location, safety instructions, evacuation procedures, and contact information.
 Accessibility and Inclusivity:
Consider Different Audiences: Ensure that your communication methods are

accessible to all, including those with disabilities or language barriers.
Provide Multilingual Content: If applicable, provide information in multiple

languages to reach diverse populations.
Chapter 5
COMMUNICATION
TECHNOLOGY
Role of Technology in Communication
A child was born ready to communicate but was not born as a user of technology, yet
he or she can learn to become both. It is thought a parent, a program, a friend or a
teacher that a child learns to communication with the aid of technology. While growing
up, he or she start to see, use and try different communication tools in all aspects of his
of her life.
Communication and technology have become essential in today’s generation. All
around the world, government, education system, researchers, community leaders,
teachers and parents consider technology to be critical part of child’s communication
competence skill and development.
Modern communicators needed to trace human civilization to better appreciate the tools
of communication they are currently using. Human’s early ancestors must have had
some means of non-verbal communication such as gestures and body movements long
before they have learned and eventually developed the spoken language.
The evolution in human communication and technology involves seven milestone

involve language, writing, printing, telegraphy and telephony, photography and motion
pictures, radio and television, computers. (Dominic 1999).
Language, which led to the development of an oral culture is where information was
passed on by word-of-mouth from one generation to another. The oral tradition reigned
and consisted mainly face to face interaction. Message, sending, receiving, and
feedback relied on the spoken word which made oral cultures highly cohesive
communities. The invention of phonetic alphabet and a usable surface made writing
possible.
Writing, has opened a lot of doors of opportunities for people because they can send
and receive messages in a more innovative manner. There are some information that
can only be explained and delivered through the written words. Writing also provided
ways to permanently record and document events.
Printing press, that was developed by Johann Gutenberg in 1453 made information
available to a larger audience. It helped the development of vernacular languages and
helped the spread and accumulation of knowledge. The printing press ascended
literacy to human history and made is possible to print thousands of copies a single
book at a moderate cost.
The telegraph and telephone were the first media to use electricity to communicate
and were the forerunners of the electronic epoch.
These marked the first time the message could be separated from the messenger. The
telegraph made it possible for people to communicate to individual and personal ways
across great distance and permitted the newspaper and publish more timely news.
Photography, provided a way to preserve history, had impact on art and brought
better visual to newspaper, magazines, book, and another printed information and
communication materials. As the song goes “A picture paints a thousand words”, same
as a single photograph can give numerous meanings and messages. The technology
behind photography led to the development of another milestone which was a capture
an image in motion
Radio, was the first mass medium that brought sports, music, talk and new into the
living room. The discovery of electromagnetic waves caught the attention of many
scientists, who looked for ways to use this new force to open communication.
Television, is believed to be better candidate for the title “great annihilator of time and
space”. Television brought news and entertainment into home, transformed leisure
time, and pioneered a new, immediate kind of information delivery.
The emergence of computers and internet have opened another phase of human
communication. Email, chat rooms, new groups, social networks and other computer
activities have created “virtual communities” among its users.
Examining Relational Technology and Construction of Identities

The use of relational technologies develops unique, meaning for particular social
groups. Some groups view the cell phone less as a device to contact others and more
as a means of displaying social status and membership (Kats, 206 as mentioned in
duck and McMahan, 2010). The Social means accompanying technologies, along with
their significance, vary according to the social system in which they are used.
Technology and Social Networks
Your social networks is an equally strong force in guiding perceptions and use of
technology (Duck & McMahan, 2010). Friends, family, classmates, co-worker, and
others with whom you share a particular relationship direct and shape your assumption
about the value of technology and its use represents both relationally and personally.
For examples, one study found share social meanings associated with cell phones
among people in regular contact, including cell phone adoption and attitudes about
products and services (Campbell & Russo, 2003).
While generational influence is largely determined by the availability of
technology, the influence of social networks on your use and perceptions and
technology is determined by its actual use and incorporation and social meanings that
subsequently develop.
Media and Technology Generations

The process of technology plays a major influence in identifying the perceptions and
experience of generations. Media scholar Gary Gumpert and Robert Cathhart (1995)
have maintained that the traditional notion of separating generations according to time
can be replaced by separating generations according to their media experience. What
separates generations is not just the chronological era is which they were born but
also the media and technology that encompass their world.
Technological Products and Service Providers

Scholar have long studied the diffusions of innovations, or how new ideas and
technologies are spread throughout communities. (Katz, Levin & Hamilton 1963).
Some individuals desire to own the latest relational technology and related
accessories as a means of demonstrating savvy or social media.
ONLINE COMMUNICATION
Expert say Communication is the new face-to face communication. Upper and lower
case of text messages and emoji’s have carried almost similar meanings and intent as
in face to face communications. The advent of computer-mediated communications
have given man greater freedom and heavier responsibility to survive in an online
environment. While Communication is easy online environment has also posted issues
on security, trust, and privacy. There three issues arise from the fact that cyber
communication has also expanded opportunities for online users to hide under different
and fraudulent identities.
Screen Names
Identify development is accomplished in part through the selection of screen names
which are frequently selected when participating in chat rooms but are also evident
when playing games, uploading videos, leaving online comments and evaluation, and
even selling items. A person is sometimes known to others only his or her screen
name, which may or not provided an accurate representation of the person behind the
scene.
Email Addresses
Also connected to identify construction, email addresses have three main part, all of
which can convey personal information to others: The username (sometimes a
person’s screen name). The domain name and the top- level domain. The username
comes before the @symbols, the domain names come immediately after the
@symbols. And the top level domain follows the dot (.)
Online Content Creation and Identity

The internet has become both an instrumental and a site for self- expression
especially for younger generations. Personal web pages, blogs and the posting of
original pictures, videos. Mash ups and other personal creations enables people to
share and display their thoughts, interest, talents and other characteristics of the self.
Personal Pages and Blog

Personal Web pages and blogs in which the creator discloses only the information he
or she wishes allow for the selective expression of the self and the performance of
identity. These sites may be devoted to specific aspects of self-such as activities

involving people, relationship, and interest or they may display multiple components of
the self.
Social networking sites

Social networking sites such as Myspace, Twitter, Instagram and Facebook, allow
people connect with friends, families and others in an existing social network while
establishing new connections and forming relationship with people from around the
world.
QUIZ:
1. Turn off/Ignore/ Hide all electronic device for one hour.
2. Answer the following questions. Write your answer on the space provided.
a. How did you spend your time unplugged?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
b. What have you realized during the entire how without any electronic device being
used?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
c. Conclude on the role technology in your daily communication activities.

______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
B. MAN CANNOT LIVE BY TECHNOLOGY ALONE
1. Students will be asked to fill out the table below and answer the reflection question
that follows.
Top five Electronic Device Reasons for Using the Electronic

I used Today Device
Top Five Application I Used Today Length of time Spent Using the
Application
2. Aside from the electronic devices and applications that you used, what else do you
need to live meaningfully today?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
C. Answer the following questions comprehensively. Give Examples to support your

claim.
1. How does technology distinctly define generation?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
2. Explain the relationship between the use of technological devices and services and
the status of the users of the devices.
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
3. Does the use of technological devices help improve or destroy human relations?
Justify your answer.
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
4. Which do you think is more effective-traditional printed materials or digital books?

Why?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Mediated Communication and Its Impact on Personal Relationship

A closer look at the pace technology has revolutionized communication says a lot about
human relationship. (Kraut, Brynin, and Kiesler (2006) as mentioned in Dave and
McMahan (2009) revealed that “on one level, changes in technology simply allow
people to achieve relatively stable relational goals in new ways.
Mobile and online communication and other technological advancement are
reshaping and way people communicate and how they form relationship; there by
setting new relational forms and standards.
CELLPHONES AND PERSONAL RELATIONSHIPS

Cell phones have come to represent constant connection to those who possess
your number, and how freely people give their cell phone numbers varies. Emmylou
gives her cell phone number to family and friends only. When at work, she
communicates with clients and fellow employees through the official cell phone number
of the company.
CONSTANT CONNECTION AND AVAILABILITY
Connection and availability are fully established when calls are actually made
and text messages are sent. Connecting with another person re-establishes and
existence and important of the relationship, confirming for the both parties its existence
and value in their lives. This establishment of relationship has long been achieved
through snail mails and greeting cards in the remote past years, so what makes cell
phones now different?
SHARED EXPERIENCE
Shared experience can be derived from the use of cell phones. First the actual
use of cell phones constitute shared technological experience. Especially when people
correspond through text messages, the engage in the use of the same technology.
Particular groups, assign great significance and meaning to use of particular
technology, and younger generation adapt more quickly to changing technology. More
than simply transmitting information, the act of sending and receiving text messages
both announces and established shared membership and acceptance into a group.
CHARACTERISTIC OF ONLINE COMMUNICATIONS
One characteristic of online communication- and for the matter, all the text based
interaction, is the lack of non-verbal cues available to help determine meaning.
Nonverbal communications, such as vocalist and kinesics, is incredibly important when
crafting and interpreting messages. The number of verbal and nonverbal cues available
through a medium or technology determines its richness. Face to face interaction are
considered richer than other types of interaction.
PERSONAL RELATIONSHIPS AND SOCIAL NETWORKS
Among the common fears associated with the internet is that it will diminish
social interaction and lead to a disconnection with from social networks. Some research
has suggested that the more time a person spends on the internet the less time he or
she spends with family, and colleagues (Nie, Hillygus & Erbing, 2002).
Lesson 5: Competence and challenges in Mediated Communication

Since the early 1990s, a growing number of researches and the theorist have
studied the phenomenon of mediated communication: technologies that connect people
who communicate without being face-to face. Some forms of mediated communicated
are internet-based: Email, instant messaging and social networking websites are
examples.
Learner Messages
Social scientist use the term richness to describe the abundance of

nonverbal cues that add clarify to verbal messages. Face to face
communication is rich because it abounds with non-verbal cues the given
communicators cues about the meaning of one another’s words and offer
hints about their feelings.
DISINHIBITON
Sooner or later most of us speak before we think, blurting out remarks that
embarrass ourselves and offend others. The tendency to transmit uncensored
messages can be especially great in online communication, where we don’t see hear, or
sometimes even know the target of our remarks. This disinhibit ion can take two forms.
PERMANENCE
Common decency a side, the risk of hostile e- message or any inappropriate

mediated messages is their permanence. It can be bad enough to blurt out a private
thought or last out in person, but at least regrettable text messages, email or web
posting can be retrieved and forwarded in ways that can only imagined in your worst
dream.
LESSON 6: CHOOSING THE OPTIMAL COMMUNICATION CHANNEL
Deciding which communication channel to use isn’t a trivial matter. Sometimes a written
message succeed where an oral one fails at other times talking to the recipients in
person will produce result that the printed word can’t match. (Adler, Elmhorst 1999).
FACE TO FACE COMMUNICATION

Face to face communication comes in many forms. Some are one to one meetings,
either scheduled or spur of the moments. Other involve small groups of people,
gathering spontaneously or in formal meetings. Still other face to face communication
occurs in large groups, where one or more speakers make presentation to an audience.
Whatever the setting and the number of people, all types of face to face
communications possess the same qualities.
TELECONFERENCING
Face to face meeting may be desirable, but distance often makes them
impractical. Teleconferencing is billed by its promoters as the next best thing to meeting
in person since it allows participants in two or more locations to see and the speakers
with each other.
TELEPHONE AND VOICE MAIL
A telephone conversation lacks the visual feedback that often reveals how
message is getting across. But the telephone still communicates vocal cues such as
tone of voice , pauses, interruption, pitch and rate. Telephone conversation also make it
harder to hold attention of your listener. Recall, for instance, all the fingernail cleaning
and paper clip sculpting you have done while un suspecting speakers have rattled on.
WRITTEN COMMUNICATION
Written communication comes in a variety of forms. Letters, memos, bulletins,

and the reports are familiar fixture in almost everybody’s career. Written messages have
a different set of advantages and drawbacks than their spoken counterparts have.
Unlike speech, written communications is permanent. One word are down on paper,
they are saved for future reference either to your delight or to your undying
embarrassment. While people may have trouble accurately recalling what you said a
few years ago , they can refer to your written remarks years later. Even if the receiver
has lost forgotten your message, you can supply a copy from your files.
ELECTRONIC MAIL (OR EMAIL)
Is another unique communication channel. It allows communicators to send and

respond to one another written messages via computer. Like the telephone and faxes,
email is virtually instantaneous: once you push the “send” key on your computer, the
message will be waiting for the addressee, usually in a matter of minutes.
DON’T USE E-MAIL:
 For off- record correspond “Delete” may only mean that a message disappears
from your screen, and not from the servers archives. Information you thought
was erased may show up years later, creating legal or personal problems.
 For personal messages, at least not at work. A Missaddressed message can
lead to embarrassment and humiliation, Futhermore, a recipient can forward your
private thoughts to other without your permission or knowledge.
DO USE E-MAIL:
 To be part of network that will give you important information. This means
sharing information useful to others as well as seeking information from them.
 To shrink hierarchy and expedite team projects. E-mail can help you reach
important people and save time otherwise spent in meetings.

MULTIMODAL ADVOCACY
Look at the picture and state what

immediately comes to your mind.
At a practical point of view, this might

look like an ordinary graphical
representation of two puppets: one of
which had its string cut off. However, the
image symbolized a deeper message
intented to be analyzed by the audience
who see it.
JUMPSTARTING YOUR ADVOCACY:
A. Developing your message
Your advocacy message is what you choose to say about your issue, its solution
and who you are. To develop a message, you will need information to back up the
arguments you see. In order to do this, you should:
a. Know your Audience

b. Know your political environment and moments
c. Keep your message simple and brief.
d. Use real life stories and quotes
e. Use precise, powerful language and active verbs.
B. Delivering your message
Message delivery involves careful attention to how the information will be

transmitted and to whom or what the message will convey. Choices about delivery differ
depending on the audience and the community.
C. Choosing the right medium
Your choice of a medium to deliver the message depends on who you are
speaking to, what you want to say, your purpose, and your ability to work with the
medium. Mass media can be both a tool and a target of your advocacy. On the other
hand, because mass media reaches so many people, it is a wonderful tool inform and
build support around your issue. Its influence over public opinion and values makes it’s
a prime target.
QUIZ: Answer the following questions correctly.
1. What do you screen name and email addresses tell others about you?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
2. How do Web pages, blogs and other social networking sites modify the way people
construct their identity and self- disclosure?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
3. Hoe does your offline personality differ/ compare with your online identity in social
networking sites like Twitter, facebook, IG and blogs?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
4. In what offline or online – do you feel there is:
a. better communication experience
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
b. freedom of expression
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
5. What precaution should be taken to keep privacy in an online environment?
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
Activity 9:
Creation of sample
Public announcements
(Audio/video, social media)

A. Get a screenshot of any of your social media interface. Paste it here. Based on
your interface, answer the following questions about how you communicate in a
mediated situation.
1. What the interface say about you and your personality?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
2. How does the interface show your relationship with your friends or followers in the
social medium?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
3. What do you post in your social media account say about you?(8 lines)
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
B. Analyze the communication behavior. Find out how much you interact in a
mediated communication situation. Observe your activities for a day. Record
every occasion in which you are involved in a mediated communication (cell
phone, telephone, or computer- school work, or social media function). Based on
your findings, Answer the following questions:
1. What percentage of your waking day is spent in communication?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
2. What percentage of time do you spent communicating in the following context?
a. School- related work
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
b. Family communication
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
c. Social Media function (2 lines)
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
3. How would you evaluate your use of mediated communication in relation to its
usefulness? Do you spend more time on mediated communication than needed? Is the
time your spent on mediated communication proportionate to you other task for the
day?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Chapter 6
Communication for
Various Purposes
Speech to Inform
What is Informative Speech?
 An informative speech is one whose goal is to explain or describe facts, truth,

and principles in a way that stimulates interest, facilitates understanding, and
increases the likelihood of remembering.
 In short, informative speeches are designed to educate audiences.
5 Types of Techniques on how to effectively deliver your Informative Speech to

your Audiences
Techniques How it helps the audience? Examples

1. Presentational Aids It provides visual aids as well The Glow, Grow, Go food
as an audio memory of a pyramid.
person discussing a certain
speech.
2. Repetition To give the audience a A government official

second or third chance to fully repeatedly telling an
absorb important information audience to bring their
by repeating or paraphrasing birth certificates in order
it. for them to receive their
cash assistance.
3. Transitions To give the audience an Discussing the “Types of

easier understanding on the Techniques on how to
flow of a speech or topic. Effectively deliver your
Informative Speech to your
Audiences” and
enumerating them into 5
types.
4. Humour and other It connects you to your A teacher is discussing a

emotional anecdotes audience more effectively and topic about “Dangers of
helps them to relate to your eating junk foods” then
speech or topic. jokingly asking his/her
students whom are guilty
to eating junk foods.
5. Mnemonics and acronyms To provide an easily • MAPEH
remembered memory prompt M-Music, A-Arts, PE-
or shortcut on a certain Physical Education, H-
speech or topic. Health
• MDAS
M-Multiplication, D-
Division, A-Addition, S-
Subtraction
• ROYGBIV
R-Red, O-Orange, Y-
Yellow, G-Green, B-Blue,
I-Indigo, V-Violet
3 Characteristics of Effective Informative Speaking
1. Intellectually Stimulating
Your listeners will distinguish information to be intellectually stimulating when it is new to

them and when is it explained in a way that arouses their curiosity and interest. By new,
we mean new information that most of your audience is unfamiliar with or new insights
into a topic with which they are already familiar.
• If your audience is unfamiliar with your topic, you should consider how you might
catch their interest and fulfil their curiosity.
• If your audience is familiar with your topic, you will need to identify new insights
about it. Begin by asking yourself: What other things about my topic do listeners
still not know?
2. Relevant
A general rule to remember when preparing informative speeches is this: Don’t assume
your listeners will easily recognize how the information you share is relevant to them.
Remember to incorporate relevance throughout the speech or topic. As you prepare an
informative speech, you should consider the following:
How would knowing this information make my listeners?
• Wiser
• Happier
• Smarter
• Healthier
In other words, “Why should they care about your speech of topic”?
3. Creative
Starting informative speeches with a thorough research develops creativity. The more
you focus on a topic, the more you will have to work with to develop it imaginatively.
Speakers who present information creatively do so because they have given
themselves lots of supporting material to work with.
For the creative process to work, you should possess productive thinking.
Productive thinking happens when you ponder something from an array of angles. In
an article, “Thinking like a Genius” author Michael Micalko describes several strategies
you can use to become a productive thinker. They include:
• Rethink a topic, issue, or problem from many perspectives. Try to think

about how it might be perceived by many different individuals. Try to find sources
that represent a variety of perspectives, as well.
• Make your thoughts visible by sketching drawings, diagrams and graphs.

Try concept mapping as you generate topics.
• Set regular goals to actually produce something. You need to start

somewhere. Getting ideas out of your head and onto paper or a computer screen
gives you something to work with.
• Memorable. To help your audience remember important information,

emphasizing specific goals, main points, and key factors are good starting points.
• Diverse Learning Styles. Because audience members differ in how they prefer
to learn, you will be most effective when you address diverse learning styles. You
can appeal to people who prefer to learn through the feeling dimension by
providing concrete, vivid images, examples, stories, and testimonials.
5 Methods of Informing
1. Description
Description is a method used to create a precise, vivid, verbal picture of an object,

geographical feature, setting, event, person, or image. To describe something
effectively, you can explain its size, shape, weight, colour, composition, age, condition,
and contents.
Examples:
• Weight descriptions of an “object” are maybe pounds, ounces, kilograms, grams

or milligrams.
• Colour descriptions of an “object” are maybe red, black, orange or yellow.
• Composition description of an “object” are maybe made of bricks, stone, wood or

aluminium.
2. Definition
Definition is a method that explains the meaning of something. There are four ways to
define something.
a. Defining a word by searching through the internet.

• The definition for happiness is the state of being happy.
b. Defining a word by explaining its history.
• In the 18th century, the Enlightenment ushered in the notion that

happiness was the attainment of a worthy life.
c. Defining a word by explaining its use or function.
• Happiness is when you feel joy, satisfaction, fulfilment from a person,

object or situation.
d. Defining a word by using synonyms and antonyms
• Synonyms of happiness – contentment, pleasure, satisfaction
• Antonyms of happiness – misery, dissatisfaction, despair, gloom,

depression
3. Comparison and contrast
Comparison and contrast is a method of informing that centers on how something is

similar or different from other things.
Examples:
• The contrasts of Android are affordable, less secure, open system.
• The contrasts of iPhone are expensive, more secure, closed system.
• The comparison of both phones is that they are both easy to use, have tons of
apps, user friendly.
4. Narration
Narration is a method that retells an autobiographical or biographical event, myth, or

other story. Narratives usually have four parts.
a. First, the narration tells the listener by describing when and where the
event took place and by announcing essential characters.
b. Second, the narration discusses the order of events that led to a

complication or problem, including details that enhance the progression.
c. Third, the narration explains how the complication or problem affected key
characters.
d. Lastly, the narration recounts the manner by which the complication or

problem was solved.
5. Demonstrations
Demonstrations is a method that shows how something is done, displays the stage of
process, or exhibits how something works. To demonstrate effectively requires you to
be an expert in doing it.
Examples:
• In a demonstration, personal experience with what you are demonstrating is

crucial.
• In a demonstration, you organize the steps from the first to last to help your
audience remember the sequence accurately.
Guidelines for Choosing an Organizational Pattern
Pattern Use When Possible Topics

1. Chronological You want to show a step- • Vacation to a
by-step progression and/or province
you want to discuss and • Growth of a Banana
event, phenomenon, or Tree
concept over time.
2. Spatial You want to help the • An Interesting Island

audience visualize • The new gym
something you are • The park at the
describing and/or you want neighborhood
to describe something by
moving from point to point
through space.
3. Categorical You want to emphasize the • Departments of a

significance of the company
categories or divisions in • Army ranks
some way or you are
interested in a flexible
approach to organizations.
4. Causal You want your audience to • The effects of bad

understand those factors study habits
(causes) that have • Good study habits
contributed to some advantages
outcome (effects) or you • Healthy diet and its
want your audience to consequences
understand the impact
(effects) of some problem
or phenomenon.
5. Problem-Solution You want to make your • Noise pollution

audience understand a • Water pollution
problem more fully, while • Scarcity of resources
acknowledging associated
solutions, or you want to
help your audience become
aware of diverse solutions
to a problem without
advocating any one of
them.
Narrative Speech (Example)
 Learning something new can be a scary experience. One of the hardest things
I’ve ever had to do was learn how to swim. I was always afraid of the water, but I
decided that swimming was an important skill that I should learn. Learning how to
swim got me to my first lesson, brought me to learning the tricks and learned
continuously with a teacher. I also thought it would be good exercise and help me
to become physically stronger. What I didn’t realize was that learning to swim
would also make me a more confident person.
 New situations always make me a bit nervous, and my first swimming lesson was
no exception. After I changed into my bathing suit in the locker room, I stood
timidly by the side of the pool waiting for the teacher and other students to show
up. After a couple of minutes, the teacher came over. She smiled and introduced
herself, and two more students joined us. Although they were both older than me,
they didn’t seem to be embarrassed about not knowing how to swim. I began to
feel more at ease.
 We got into the pool, and the teacher had us put on brightly colored water wings
to help us stay afloat. One of the other students, May, had already taken the
beginning class once before, so she took a kickboard and went splashing off by
herself. The other student, Jerry, and I were told to hold on to the side of the pool
and shown how to kick for the breaststroke. One by one, the teacher had us hold
on to a kickboard while she pulled it through the water and we kicked. Pretty
soon Jerry was off doing this by himself, traveling at a fast clip across the short
end of the pool.
 Things were not quite that easy for me, but the teacher was very patient. After a
few more weeks, when I seemed to have caught on with my legs, she taught me
the arm strokes. Now I had two things to concentrate on, my arms and my legs. I
felt hopelessly uncoordinated. Sooner that I imagined, however, things began to
feel “right” and I was able to swim! It was a wonderful free feeling – like flying,
maybe – to be able to shoot across the water.
 Learning to swim was not easy for me, but in the end my persistence paid off.
Not only did I learn how to swim and to conquer my fear of the water, but I also
learned something about learning. Now when I am faced with a new situation I
am not so nervous. I may feel uncomfortable to begin with, but I know that as I
practice being in that situation and as my skills get better, I will feel more and
more comfortable. It is wonderful, free feeling when you achieve a goal you have
set for yourself.
Activity 10:
Speech
• Speech to Inform
• Speech to Persuade
• Speech to Entertain
COMMUNICATION NEWORKING
"If you just communicate, you can get by,but if you communicate skillfully you can
work miracles "- Jim Rohn
In an organization the manager has to read, speak, write, listen, observe and
surpervise all are means of communication. You should know how to make
letters,reports, proposals and memos and other communication. In order to do
so, you must improve your communication skills it can be the most important step
employers expect employee to have when they enter the workforce.Ambition and
great ideas aren't enough, people in every field need to communicate with people
in order to succeed in their career they often need to share ideas with
colleagues and connect with people outside their field.Communication in the
workplace primarily involves a system of managing the flow of infomation within
and organization. You will appreciate it more if you undersatand how confusing
unregulated communication is, even in small organization with barely 20
employees.
Formula Communication Networking (Alder & Elmhorts , 1999)

Formal communication networking are systems designed by management to
dictate who should talk to whom to get a job done. In a small
organization,networks are so simple that they may hardly be noticeable; in large
organizations,they become more intricate. The most common way of describing
formal networks is with organizational charts. They are more than a bureaucrat's
toy; they provide clear guideline of who is responsible for a given task and which
employees are responsible for other's performance.
Downward Communication
Occurs whenever superios intiate messages so their subodinates.
o Job instructions. Direction about what to do or how to do it. "When you restock
the shelves, put the new merchandise behind the old stock
o Job rationale. explanations on how one task relates to other tasks. " We rotate
the stock like that so the costumers won't wind up with stale merchandise."
o Procedures and practices Information about rules, regulations, policies, and
benefits " Don't try to argue with unhappy customers. If you can't handle them
yourself, call the manager"
o Feedback. Information about how effectively a person is performing. "You're

really catching on fast. If you keep up the good work, you'll be an assistant
manager by the end of the year"
o Indoctrination. Information aimed at motivating employees by impressing the
organization's mission upon them and specifying how they should relate to
it."People can buy the stuff er sell at other places but we can bring them in here
by giving them what they want quikly and pleasantly. If we do that, we'll come out
ahead.
Upward Communication
Messages flowing from subordinates to superiors are labelled upward
communication. Many leading business attribute their success to the emphasis
on upward communication in their organizations. Sam Walton, owner and
founder of Wal-Mart, the fourth largest retailer in the United States, has this to
say about his business secret,"our best ideas com from clerks and
stockboys."Industryobservers credit dramatic turnaround of Mattel Corporation
(Distributor and manufacturers of barbie dolls) to the openness to emplyee
suggestions of its then then CEO, John aberman.
Horizontal Communication
A third type of organizational interaction is horizontal communication
(sometimes called lateral communication). It consists of messages between
members of an organization with equal power. The most obvious type of
horizontal communicatipn goes on between members of the same department,
co-worker on a constraction project, and so on. In other cases , lateral
communication occurs between people form different areas:accounting calls
maintenance to get a machine repaired, hospital admission calls intensive care to
reserve a bed, and so on.
Informal Communication Networks (Alder & Elmhorts , 1999)

Alongside the formal communication netwokrs, every organization also has
infomal communication networks-patterns of interaction based on friendships,
shared personal or career interests, and proximity between workers. Some
informal networks arise because of personal interests, two colleagues who are
avid basketball fans or share a fascination with rare books are more likely to
swap information om work that co-workers who have no such bonds.
Function of Informal Network

As the following examples shows, not all informal messages are idle rumors.
Informal communication can serve several useful functions.
o Confiriming. Some informal communication confrims formal messages. You have

probably heard this sort of confirmation yourself."The boss heard him yelling
about it when I walked past his office."
o Circumventing. Informal contacts can sometimes help you bypass official
channels that are unnecessarily cumbersome and time-consuming. Your teenis
partner who wokrs in a copying machine section might sneak in on occasional
job rush for you instead of putting it at the end of the line.
o Expanding. Information communication can fill in the gaps left by incomplete
frmal messages. You might say to an experienced co-worker: "The invitation to
the office party says" casual dress.' What does that mean- jeans and t- shirt or
sport coat and tie?"
Culvating Informal Networks

Developing a strong infomal communication network is not all coincidence.
Several steps can help you develop these important links.
o Seek exposure to people at all levels of organization. Sometimes the best

informants are people with low official statues. A telephone operator receptionist,
for example, may have better idea of who talks with whom than anyone else in
the information addressed to their bosses, and they usually serve as gatekeepers
who can give or deny access to them. Custodial and maintenance people travel
around the building and, friendly repair person can fix a broken widget now
instead od insisting that you file a work order that probably won't get attention for
six weeks.
o Seek a mentor. A metor is a person who acts as a guide, trainer, coach, and
giudance counsellor, teaches you the informal rules of an organization and field,
and imparts the kind of wisdom that comes from firsthand experience. Many
organizations have programs that match new employees with experienced ones.
Other mentor- protege relationships develop informally and unofficially. If you are
able to choose a mentor, consider someone outside of the chain of command to
which you belong. Supervisors can make good mentors, but the two have
potential to create conflicts. Whatever the relationship, some rules mentoring
relationship.
Communication Materials In the Workplace
Bussiness Letter
From paper to E-mail,letter dominates the world of busimess and are the most
often use in communicating. Hisrorocally, business letter was sent via postal mail
or courier but the rapid inovations on technology change our way in sending
business letters. Business correspondence needs to be polished and
professionally formatted.
The elements of a business letter are:
Heading
The Heading or letterhead includes a name, an address, and a logo. It has also
a return address to which the recipient will refer when sending a reponse. In the
av=bsence of a letter handing, it is typed two inches above the date it ahows
where the letter was written
Data Line
The date a letter is wrien should be placed below the writer's return address
information. It is the final component in the heading of a business letter. Format it
using the month,day and year or you can also format it using day, moth and year.
The Inside Address

This is the address you are sending your letter to. Make it as complete as
possible. Include titles, names, and address of recipient. This is always on the
left margin,all are the typed single spaced.
The Salutation
Business letters should always begin with "Dear{recipient's title and name}"
unless you also use the salutation"To Whorm It May Concern" in instant when
you do not know the name of the recipient . This is types tow lines below the
inside adress, flush with left margin. Use appropriate salutatios.
The Body
The first paragraph of your business letter should provide an introduction
tonwhy you are writing. (The spaces should be double between paragraphs.
The Complimentary Close

This part is typed one double-space below the body of the letter, acceptable
closing to use include:
Sincerely,
Sincerely yours,
Thank you,
Thank you for your consideration,
Regards,
Best regards,
Respectfully,
Repectfully yours,
FULL BLOCK FORMAT

This is a format that will work a well in every situation and can be used for
formal as well as in informal correspondence. This block format business letter
illustrates how quick and easy communication can be to type, this format is laid
out so tahat it easy to read. It look very much like the semi-block letter format,
expect there is no indentation at the beginnings of paragraphs, all the infomation
is types flush left , with one-inch margins all around.
Heading
Today's Date
Recipiect's name
company
address
address
address
Drea(Recipient's Name)
Sincerely,
your first name, last name,and title
MODIFIED BLOCK FORMAT BUSINESS LETTER

This modified block business letter format loooks very much like semi-block
letter
format,expect the paragraphs are not indented. Modified block letters are just a
little less formal than full block letters. Notice that the heading, the closing the
sinature block all start near the center of the page. All parts are set with the left
margin.
Recipient's Name
Company Name
Address
Address
Dear (Recipients's Name):

Address
Address
Today's Date
Sincerely,
Your First name, Lat name, and Title
SIMPLIFIED FORMAT BUSINESS LETTER

This is another modification of the full-blocked format. This is used when you
write a letter and you don not know the name and titleof the person you are
writing the letter. This format is widely used when they writer of the letters does
not want to give importance to formalit,this format give more importance to the
core matter of the letter.
(6 spaces)
Today's Date
(4 spaces)
Recipient
Company
Address
Address
Address
(3 spaces)
SUBJECT
(3 spaces)
Letterhead
(5 spaces)
YOUR FIRST NAME, LAST NAME AND TITLE
Bussiness Letter
ABSENCE LETTERS
A formal notification when you plan to miss work, this is the correspondence
That every employee’s may need to provide an excuse letter when they miss
Time from work to interview
APPRECIATION LETTERS
Sending thank you notes to everyone who helps worth your career or job
search goes a long way it is a great way to reach out and make others aware of
your gratitude for their help.
CONGRATULATIONS LETTERS
This is the type of correspondence that you send someone who has just gotten
a promotion or a new job, retirement or when someone has done a great job at
work, congratulate them to let them know they are appreciated.
COVER LETTERS
A cover letter is a one-page document that explains why you are an ideal
candidate for the job. Attach cover letter with your resume when you apply for
jobs to show your passion for the position or company, and highlight revelant
qualifications that could add value to the company.
FOLLOW UP LETTERS
A follow up letter is sent after an interview to check on the status of a resume or
a job application you have submitted. It gives you the chance to re-introduce
yourself if you received no response to an earlier correspondence.
JOB OFFER LETTERS

Formal job offer letter confirms the details of the employment including some or
all of the following: job description, salary, benefits, paid time-off, work schedule,
reposting structure, etc.
RESIGNATION LETTERS
Resigning professionally and gracefully, whatever possible, is the best way to
leave a job. A resignation letter will ease the transition over the job, and will help
you maintain a positive relationship with your employer even after you are no
longer with the company. There's a variety of circumstances, including basic and
formal resignation letters, two weeks’ notice, no notice, short notice, retirement,
and farewell letter.
Act: 11
Workplace documents (composition / Minutes of the Meeting
Writing exercises on communication materials (e.g. minutes, memo, requests,
Business/technical, Incident reports, letters)

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Module in Purposive Communication

Republic of the Philippines

Purposive Communication is about writing, speaking, and presenting to

1.) The communication Process and its Component.

2.) Levels of Communication

3.) Functions of Communication

4.) Communication Ethics.

At the end of this module, you are expected to:

Describe the nature, elements, and functions of verbal and non-verbal

CHAPTER 2 – Intercultural and Global Communication

CHAPTER 3- Varieties and Registers of Spoken Written

CHAPTER 4 – Evaluating Messages and Images

CHAPTER 5 – Communication and Technology

CHAPTER 6- Communication for Various Purposes

CHAPTER 7- Communication in the Workplace

2. Why communication is Important?

3. Do you have idea what are the elements of communication?

THE COMMUNICATION PROCESS AND ITS COMPONENTS.

We define communication as the process of sharing meaning in any

Communication is a process. This process include context, participants,

Physical Context refers to where communication take place.

Social Context, is the relationship that exist between and among

Historical Context is the background provide by the previous

Psychological Context includes the moods and feelings each person

Cultural context includes beliefs, values, norms that are shared by a

Participants are the people communicating- The seder and the

through sensory channel. Face-to-face communication has two basic

Noise is anything that interferes with communication. It can be:

Semantic Noise are unintended meanings aroused by certain symbols that

Feedback- Responses to message are called Feedback. Feedback shows

Five Levels of Communication

5. Public Communication is speaker sending message to an audience. It

Activity 1: Team Collaboration and Leadership

Performance Task: TOWER

Advertising a product effectively involves several key steps and strategies

1. Define Your Target Audience: Identify who your ideal customers

3. Choose the Right Advertising Channels: Select the platforms that

4. Craft Compelling Messaging: Develop clear and concise

5. Create Eye-Catching Visuals: Use high-quality images, videos, and

6. Craft Different Ad Formats: Depending on the platform, create

7. Leverage Social Proof: Include customer reviews, testimonials, and

8. Implement Call-to-Action (CTA): Clearly state what action you want

10. Monitor and Optimize: Regularly track the performance of

11. Consistency and Branding: Maintain a consistent visual and

12. Engage with the Audience: Respond to comments,

Remember, successful advertising takes time and iteration. Be patient,

We usually think of a culture or society as basically geographical or

communication-culture relationship it is necessary to think in term of

We think culture as something that other people have unusual clothes,

Culture as Geography or Ethnicity

This way of seeing culture focuses on large scale differences between

A community or population sufficiency large enough to be self- sustaining,

CONTEXT- Some societies, known as high-context societies place a great

FOR EXAMPLE- The relationship between the people communicating. It is

Association- Relationship build slowly and depend on trust. Productivity

Interaction- Nonverbal elements such a voice tone, gesture,facial

Territoriality- Space is communal. People stand close each other and

Collectivism/Individualism- Some culture stress collectivism and some

Time- Different society’s attitudes toward time diverge as well. In the

United States, the phrase, “TIME IS MONEY” assumes that it is important

Conflict- Cultures can also be distinguished according to their

INTERCULTURAL COMMUNICATION ETHICS AND COMPETENCE

IDENTIFYING YOUR CULTURE

This context and back ground go beyond your immediate networks to a