INSTRUCTOR:

MARLYN A. JORDAN, M.Ed.

Purposive Communication – ENG 110

Midterm Module
CHAPTER 1
UNDERSTANDING 21ST CENTURY COMMUNICATION

Lessson 1: Communication Processes, Principles and Ethics

Engaging: Putting Things in the Right Perspective

1. Why do people communicate?

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2. What might happen to the world if communication does not exist?
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3. Why do miscommunication and misunderstanding happen?
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Initializing

Communication is inevitable. Our need for self-expression lead us to communicate not

only our thoughts but also our feelings. Communication may be done verbally or non-verbally. A
simple yawn from a member of the audience in a public speaking engagement is a non-verbal
message sent to the speaker. On the other hand, a phone call inquiring about a certain product
is an example of a verbal message.

Concept Grounding

Communication is understood as the process of meaning-making through a channel or a

medium. It comes from the Latin communicares, meaning to shae or to make ideas common.
The connection that encompasses interaction among partakers is at the center of your learning
of communication.

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The Components of the Communication Process

Understanding the communication process may help you become a better

communicator.

1. Source
The sender carefully crafts the message. The sender may be anyone: an author
of a book, a public speaker in a special occasion or even a traffic enforcer.
2. Message

The message is the reason behind any interaction. It is the meaning shared
between the sender and the receiver. Messages take many forms. They could
mean poems, songs, essays, news articles, road signs and even symbols.

3. Channel

The channel is the means by which a message is conveyed. When we answer a

phone call, the phone is the channel. On the other hand, when your parents
receive a notification of your absences from school, the channel is a letter. It is
the responsibility of both the sender and the receiver to choose the best channel
for the interaction.

4. Receiver
The receiever is the person who receives the transmitted message. The receiver
may be a part of an audience in a public speaking event, a reader of a letter or a
driver who reads road signs. The receiver is expected to listen or read carefully,
to be aware of different kinds of sender to jot down information when needed, to
provide response and to ask questions for clarification.
5. Feedback
In any communication scenario, a feedback is essential to confirm recipient
understanding. Feedbacks, like messages, are expressed in varied forms. A
simple nod for a question of verification is considered a feedback. Thus,
feedbacks may be written, spoken or acted out.
6. Environment
The place, the feeling, the mood, the mindset and the condition of both sender
and receiver are called the environment. The environment may involve the
physical set-up of a location where communication takes place, the space
occupied by both the sender and the receiver, including the objects surrounding
the sender and receiver.

7. Context
Context involves the expectations of the sender and the receiver and the
common or shared understanding through the environmental signals.

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 8. Interference
Interference is also known as barrier or block that prevents effective
communication to take place.

Kinds of Interference
a. Psychological barriers are thoughts that hamper the message to be
interpreted correctly by the receiver.
b. Physical barriers include competing stimulus, weather and climate, health and
ignorance of the medium.
c. Linguistic and cultural barriers pertain to the language and its cultural
environment. Words may mean another in different cultures.
d. Mechanical barriers are those raised by the channels employed for inter-
personal, group or mass communication. These include cellphones, laptops
and other gadgets used in communication.

The Nine Principles of Effective Communication

Michael Osborn (2009) claims that communication must meet certain standards for
effective communication to take place.

1. Clarity

Clarity makes speeches understandable. Fuzzy language is absolutely forbidden, as

are jargons, cliche expressions, euphimisms and doublespeak language.

2. Concreteness

Concereteness reduces misunderstandings. Messages must be supported by facts

such as research data, statistics or figures. To achieve concreteness, abstract words
must be avoided.

3. Courtesy

Courtesy builds goodwill. It involves being polite in terms of approach and manner of
addressing an individual.

4. Correctness

Glaring mistakes in grammar obscures the meaning of a sentence. Also, the

misuse of language can damge your credibility.

5. Consideration

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 Messages must be geared towards the audience. The sender of a message must
consider the recipient’s profession, level of education, race, ethnicity, hobbies, interests,
passions, advocacies and age when drafting or delivering a message.
6. Creativity

Creativity in communication means having the ability to craft interesting messages in

terms of sentence structure and word choice.

7. Conciseness

Simplicity and directness help you to be concise. Avoid using lengthy expressions
and words that may confuse the recipient.

8. Cultural Sensitivity

Today, with the increasing emphasis on empowering diverse cultures, lifestyles,

and races and the pursuit for gender equality, cultural sensitivity becomes an important
standard for effective communication.

9. Captivating

You must strive to make messages interesting to command more attention and
better responses.

Ethical Consideration in Communication

Ehtics is a branch of philosophy that focuses on issues of right and wrong in human
affairs.

Ethical Communicators:

1. Respect audiences.
2. Consider the result of communication.
3. Value truth.
4. Use information correctly
5. Do not falsify information

Firming up

1. Illustrate the communication process through a diagram.

2. Identify possible communication blocks in the following situations:
a. A written letter of complaint
b. Interaction between a nurse and a patient in pain
c. Songs with figurative language

Concretizing

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 1. List various channels through which personnel of your university connect with you.
Which channel(s) do you find most effective? Why?
2. Through a slogan, state how the knowledge of the communication process aids people
in communicating effectively.

Introspecting

In this lesson, i learned that to be an effective and ethical communicator, I

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Lesson 2

Communication and Globalization

Let’s Achieve These!

 Write a reaction paper on communication challenges in a global atmosphere and

methods for effective and ethical global communication
 Create a two-minute informative video about communication and globalization

Engaging: Putting Things in the Right Perspective

1. What is the image saying about the world today?

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2. what do you think has contributed to the easy access and exchange of information these
days? Why?
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3. in transacting or communicating in a global setting, what vital preparations must be

done? Why?
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Initializing

Globalization is the communication and assimilation among individuals, ethnicities, races,

institutions, governments of various nations supported by technology and compelled by
international trade. Due to globalization, the more you become exposed to diversity—the
valuing of the uniqueness or differences in gender preference, color, age, religious, affiliation,
ethinicity, education, social and economic status and political beliefs.

Globalization is not a new process or concept. Years before the advent of technology,
people had been purchasing and selling each other properties, goods and other objects of
certain value.

Concept Grounding

Communication has since been increasingly global, blurring national boundaries. The
ability to communicate effectively in a global setting can be a challenge. Hence, to effectively
communicate in a global context, a general understanding of the differences in conducting
communication from one country to another or from one culture to another helps avoid
miscommunication.

People’s background and experiences influence their view of the world and the values,
beliefs and behavior patterns assumed to be good. The following are possible cultural barriers
to effective communication in a global environment:

1. Cultural relativism

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 2. Lack of knowledge of other’s culture
3. Discrimination and harassment
4. Language differences

To get the desired outcome or response, the above barriers must be properly addressed. It
is the responsibility of the parties involved in the communication process to eliminate the
possible hindrances in their exchange. The goal of effective global communication is to achieve
communication that gets the desired response leading to harmonious connections. Krizan
(2014) suggests these strategies to become an effective global communicator:

1. Review communication principles.

2. Analyze the message receiver.
3. Be open to an accepting of other cultures.
4. Learn about cultures and apply what is learned.
5. Consider language needs.

Firming up

1. Watch the video “Writing a Web for Global Good”

(https://www.youtube.com/watch?v=y7rrJAC84FA). Study the speech. In a form of
reaction paper, answer the following questions:
a. What global issues have emerged because of miscommunication?
b. How can effective communication and language use contribute to the creation of
a truly global society?

Concretizing

Interview a person who is native of another country and who has spent an extensive
time in the Philippines. Ask them the following questions:

a.How do citizens of your country perceive Filipinos?

b.How do you think Filipinos perceive citizens of your country?
c.Describe the differences in manner of speaking.
d.What are the different behaviors of Filipinos that are not acceptable or not
usually done in your home country?
e. What are similarities of Filipinos and citizens of your country in terms of behavior
and thinking?
f. What was your most difficult adjustment staying in the Philippines?
g. Have you ever experienced difficulty in transacting or communicating in English
with Filipinos? If yes, tell your group about the experience.
1. Based on your findings, formulate a possible strategy for you to be an effective global
communicator. Share your strategy in class through a short presentation.
2. Based on the discussion on communication and globalization, create a two-minute
informative video focusing on the following:

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 a. Characteristics of globalization
b. Advantages of globalization
c. Effects of globalization in language use and communication.

Introspecting

In this lesson on Communication and Globalization, I learned that to be a global communicator I

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Lesson 3

Local and Global Communication in Multicultural Settings

Let’s Achieve These

 Cite examples on how to enhance one’s ability to communicate with people from diverse
cultures.
 Create a three-to-four-minute presentation about various cultural modes of
communication of a certain country.

Engaging: Putting Things in the Right Perspective

How do you get to communicate effectively across cultures? Indicate whether you agree
or disagree with each of the following statements:

1. I am interested in interacting with people who are both like me and different from me.
2. I am sensitive to the concerns of all minority and majority groups in our multicultural
country.
3. I can sense when persons from other cultures seem not to understand me or get
confused by my actions.

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 4. I have no fear communicating with persons from both minor and major cultural groups.
5. People from other cultures may get angry with my cultural affiliates.
6. I deal with conflicts with people from other cultures depending on the situation and their
cultural background.
7. My culture is inferior to other cultures.
8. I can manage my behavior when dealing with people of different cultures.
9. I show respect to the diverse communication practices of other people.

Note: The more number of agreements you have indicates the more prepared you are in
expanding your communication arena by welcoming people from different cultures.

Initializing

Living in a globalized world, you encounter people with diverse cultural backgrounds.
Such interactions occur in social, educational, political and commercial settings. Hence, in
today’s era of increased global communication, it is emperative to understand intercultural
communication for us to enhance our intercultural awareness and competence. Intercultural
competence is essential for us to live harmoniously despite our differences in culture.

Concept Grounding

Intercultural communication refers to interaction with people from diverse cultures

(Jandt, 1998).

Forms of Intercultural Communication (Jandt, 1998)

1. Interracial Communication – communicating with people from different races

Interethnic communication – interacting with people of different ethnic origins
2. International communication - communicating between representatives from
different nations
3. Intracultural Communication - interacting with members of the same racial or ethnic
group or co-culture

According to Gamble and Gable (2008), communication style among cultures differs;
it may be high-context or low-context communication.

High-text communication is a tradition-linked communication system which adheres

strongly to being indirect. Low-context communication is a system that works on
straightforward communication.

Improving Intercultural Communication Competence

The following guidelines may help you enhance your ability to communicate effectively
across cultures (Gamble & Gamble, 2008).

1. Recognize the validityand differences of communication styles among people.

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 2. Learn to eliminate personal biases and prejudices.
3. Strive to acquire communication skills necessary in a multicultural world.

Firming up

In what specific ways can you enhance your ability to communicate with people from
diverse cultures?

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Concretizing

“Humans being draw close to one another by their common nature, but habits and customs
keep them apart.” (Confucius)

Do you agree or disagree? Give concrete situations to support you stand.

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1. Identify a country where graduates of your program or field of specialization are in
demand. Research on the various cultural modes of communication that a newly hired
employee in that country should remember. Based on your research, prepare a three-to
four-minute presentation.

Introspecting

This lesson on local and global communication in multicultural settings helped me realize that
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Lesson 4

Varieties and Registers of Spoken and Written Language

Let’s Achieve These

 Apply the varieties and registers of spoken and written language in the proper context.

Engaging: Putting Things in the Right Perspective

Role playing. How do you greet your best friend? Your mother? Your teacher? Your
school dean?

Do your ways of greeting these people vary?

Initializing

The spoken mode is often associated with everyday registers while the written mode is
strongly associated with academic registers. However, this is not always true. For instance, in
everyday communication, face-to-face conversations are usually supplemented by text
messaging. In academic contexts, significant forms of oral communication are used along with
written communication. Significantly, both everyday and academic communications are
characterized by multi-modality or the use of multiple modes of communication, including
spoken, written modes and images, music, videos, gestures, etc.

Concept Grounding

A. Varieties of Spoken and Written Language

Lin (2016) presents the following nature of language variation as prescribed by most
linguists based on the ideas of Mahboob (2014).

1. Language varies when communicating with people within (local) and outside (global)
our community.
2. Language varies in speaking and in writing.
3. Language varies in everyday an specialized discourses.

Mahboob (2014) identifies eight different domains in which language varies depending
on the combinations of different values on the three dimensions (field, tenor and mode)
of the context of communication.

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 The first four domains include language variations that reflect local usage done in one local
language or multiple local languages depending on the context. They vary in the following ways:

1. Local everyday written

This may include instances of local everyday written usage found in the
heighborhood posters (e.g. a poster looking for transients/bed spacers).
2. Local everyday oral may occur in local communication among neighbors in everyday,
informal and local varities of language.
3. Local specialized written.
An example of local specialized written usage can be found in the publications and
web sites of local societies such as the Baguio Midland Courier.
4. Local specialized oral involves specialized discourses. For example, in a computer
shop in the neighborhood, specialized local usage can be found (e.g. specialized
computer-game related vocabulary is used).
On the other hand, the other four domains involve global usage. These four domains
of language usage differ from the first four domains since they refer to contexts of
language usage where participants need to communicate with people not sharing
their local ways of using language. They are as follows:
5. Global everyday written avoids local colloquialisms to make the text accessible to
wider communities of readers. This can be found in international editions of newpapers
and magazines.
6. Global everyday oral may occur in interactions between people coming from different
parts of the world when they talk about everyday casual topics.
7. Global specialized written expands to as many readers internationally, hence the
non-usage of local colloquial expressions (eg. international research journal articles).
8. Global specialized oral occurs when people from different pars of the world discuss
specialized topics in spoken form (e.g. paper presentation sessions in an international
academic conference).

Firming up

1. In what situations are the local and global varieties of spoken language used?
2. What registers are appropriate to such situations?

Concretizing

1. Read the letter to the editor in a day’s paper, listen to a radio broadcast and watch people in
conversation at a fast food chain. What registers are they using ? what features identify
them as those registers?
2. Roleplay one situation portraying either global or local variety of spoken language. Use the
appropriate register.

Introspecting

Journal Writing. Why is it important to use appropriate varieties and registers of language
in certain communication contexts?

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Lesson 5

Evaluating Messages and/or Images of Different Types of Texts Reflecting Different

Cultures

Let’s achieve These!

 Analyze media messages and/or images using Key Concepts of Media Literacy
Framework
 Create a multimodal advertisement of a cause-oriented event

Engaging: Putting Things in the Right Perspective

1. Analyze the advertisement below.

Source : https://atlantablackstar.com/2013/11/19/9-racist-ads-commercials-that-
promote-negative-images-of-black-people/5/

2. Group brainstorming
Generate questions and ideas about the message conveyed by the advertisement.

Initializing

The Key Concepts of Media Literacy framework serves as a basis for developing a critical
understanding of the content of mass media, the techniques used and the impact of these
techniques. Also, the Key Concepts of Media Literacy can be very helpful in the construction of
media texts for different purposes. The term “text” includes any form of written, spoken or
media work conveying meaning to an audience. Text may use words, graphics, sounds and
images in presenting information. It may also be in oral, print, visual or electric forms.

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Concept Grounding
Key Concepts of Media Literacy (Center for Media Literacy, 2005)
Key Concepts
1.All media messages are “constructed”.
2.Media have embedded values and points of
view
3.Each person interprets messages differently.
4.Media have commercial, ideological or
political interests.
5.Media messages are constructed using a
creative language having its own rules.
Firming up
1. Analyze the same advertisement presented earlier using the Key Concept Questions as a
guide.
2. Justify answers in different ways from the text.
3. Make personal, world and text connections.
Concretizing
1. Picture Analysis
Source: https://mindspaceintuition.files.wordpress.com/2015/01/across-cultural.jpg
Guide Questions in Media Text Analysis
1. what is the message of the text?
2. How effectively does it represent reality?
3. How is the message constructed?
1. What lifestyles, values and points of view
are represented in the text?
2. Who or what is missing?
1. what message do you perceive from the
text?
2. How might others understand it differently?
Why?
1. What is the purpose of the text?
2. Who is the target audience of the text?
3. Who might be disadvantaged?
4. Who created the text and why?
1.What techniques are used and why?
2. How effective are the techniques in
supporting the messages or themes of the
text?
3. What are other ways of presenting the
message?
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 a. Analyze the content of the picture above using the Key Concept Questions.
b. Present your image evaluation through an oral presentation.
2. Assignment
1. Think of a cause-oriented event that will address an issue in your locality. Prepare a
multimodal advertisement for that event.

Introspecting

Guide Questions:

1. What are your observations or generalizations on how texts and/or images are
presented?
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2. In what ways should media present texts/images about various cultures?
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 CHAPTER 2

COMMUNICATION AIDS AND STRATEGIES USING TOOLS OF TECHNOLOGY

Lesson 1

Preparing Multimedia Presentation

Let’s Achieve These!

 Create a multimedia presentation showcasing one’s culture

Engaging: Putting Things in the Right Perspective

1. Watch the video “The world’s worst research presentation”

(https://www.youtube.com/watch?v=SGqp4-bZQY).
What are your impressions about the research presentation?
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2. Analysis (Group Discussion)
Guide Questions:
1. What makes the presentation the worst?
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2. In what ways can the presentation be improved?
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Initializing

In today’s digital society, communication is mediated using technology. For

communication to be more effective, it is imperative to know how technology works, what
purposes it can serve and how it can be used effeciently and effectively used to achieve specific
goals in the communication process.

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Concept Grounding

In preparing multimedia presentations for various communication purposes, it is

important to consider the following:

A. Characteristics of Multimedia Presentations

1. Multimedia presentations are visually oriented (displayed on a monitor or
projected onto a screen).
2. They allow users to use different modalities such as:
a. Text
b. Graphics
c. Photographs
d. Audio
e. Animation
f. Video

Special features of computer-based presentations

1. Custom navigation (linking) between slides, to other media and to the

Internet
2. Can be made into hard copy printouts or transparencies.
3. Can be upload to the Web
B. Steps in Making Effective Multimedia Presentations
1. Know the purpose of the presentation.
2. Know the audience.
3. Gather information.
4. Use a variety of resources such as:
a. Textbooks
b. Digital resources
 Photographs
 Scanned images, student work
c. Internet
5. Do not forget to cite sources.
a. Write the author’s name, title of the work and date of publication.
b. Include the website or Web page address of the source.
c. In general, non-profit educational use of online materials for a lecture
qualifies as “fair use” but it is better to ask the author’s permission to use
such materials.
d. Always have full bibliographic references for all citations.
6. Organize the information.
a. List the main points.
b. Have only one main idea per slide.
c. Present ideas in a logical order.

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 d. Place important information near the top.
7. Check technical issues.
a. Contrast
 Dark text on light background
 White text on dark background
b. Use only one design and color scheme throughout the slide
presentation.
c. Avoid clutter
d. Avoid patterned or textured backgrounds.
e. Use large font size (minimun 18 pts)
f. Use fonts that are easy to read. Don’t use fancy fonts.
g. Don’t use more than two types of fonts.
h. Avoid too much text. Don’t use the presentation as your notes.
i. Use no more than 3 or 4 bullets per slide.
8. Be creative
a. Use transitions and animations to add interest.
b. But don’t overdo it!

Firming up

In what ways can the different forms of communication (intrapersonal, interpersonal,

small group, public and mass) be enhanced with the aid of technology?

Concretizing

Feature one of your cultural practices through a multimedia presentation. Observe the
guidelines for creating multimedia presentations.

Introspecting

From this lesson, I realized that

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Lesson 2

Preparing Pecha Kucha Presentation

Let’s Achieve This!

 Present a Pecha Kucha about one’s region

Engaging: Putting Things in the Right Perspective

Watch a video presentations at https://www.youtube.com/watch?v=eP3Znm3LNLA then

answer the following questions:

1. How many minutes did the presentation last?

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2. With the number of minutes, was the presenter able to show comprehensively his trip?
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3. How was the trip presented?

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Initializing

Pecha Kucha is a 20-slide power point presentation which moves automatically to each
succeeding slide every after 20 seconds. This presentation is very helpful to keep track of the
time.

Concept Grounding

Watch how to make a Pecha Kucha presentation at

https://www.youtube.com/watch?v=19zxNTpNMLo

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Remember:

1. Open the power point. Select blank layout or simply press CTRL N or Command N.
2. Duplivate the blank slides. Make sure that you have 20 blank slides.
3. Select all the slides (you can use CTRL A). Make sure to remove the check mark on the
“on mouse click” then modify the transition speed to 20 seconds.
4. Insert and resize images.
5. After saving the Pecha Kucha presentation, check the speed of transition. Make sure
that the saved speed for all slides is 20 seconds.
6. Practice your narration with the Pecha Kucha presentation. You can record your
narration in the power point presentation.

Firming Up

Using a graphic aid, illustrate how to create a Pecha Kucha presentation.

Concretizing

Make a Pecha Kucha presentation about the best of your region.

Introspecting

With the lesson on Pecha Kucha, I realized that_________________________________

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Lesson 3 Blogging

Engaging: Putting Things in the Right Perspective

1. Have you written a blog? What is the subject of your blog?

2. Is blogging the same with essay writing?
3. How should you make your blog interesting to readers?

Initializing

In today’s digital world, blogging has become one of the effective ways of
communicating and networking among students, professionals, businessmen, public officials,
etc. In other words, blogging has become an indispensable medium of communication. In the
same manner, blogging can be used effectively for academic purposes. According to Richardson

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(2006), the use of blog has been an engaging and effective way to promote writing skills of
primary students, particularly when student when student peers provide feedback to the blog.

Concept Grounding

What is a Blog?

A shortened form of weblog, blogs is personal journal websites on which a user can type
an entry and images, videos and links to other websites. Usually, readers of a blog can post
comments.

Similar with essay writing, there are effective ways of introducing a blog. Read Michael
Pollock’s blog at https;/www.michaeldpollocks.com/open-your-blog-post/

Remember to:

1. Be short and direct.

2. Ask a thought-provoke question.
3. Ask a multiple-choice question.
4. Share a shocking fact or statistic.
5. Share something personal.
6. Withhold a compelling piece of information
7. Refuse conventional wisdom
8. Lead with success story
9. Start with a reader’s question.
10. Share a quote

Firming Up

1. If you are going to introduce yourself though a log, how will you make the beginning
appealing to your readers? Write your own examples (at least two) of an interesting
introduction to your blog.
2. Peer Critiquing. Choose a partner and let him/her give a feedback on your sample
introduction.

Concretizing

1. Feature a tradition that is unique in your own community through a blog post.

Introspecting

Short Reflection: Journal writing through a short blog.

Guide Question: How can you use blogging to promote harmonious interpersonal
relationship with people in your own circles (friends, family, church, etc.)

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