Purposive Communication (Polytechnic University of The Philippines) Purposive Communication (Polytechnic University of The Philippines)

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INSTRUCTIONAL
MATERIAL
FOR
PURPOSIVE
COMMUNICATION
C O MPILE D B Y:
E DE LYN M, MARIANO
AMADO G. JAPS AY JR.
C LARIS S E LANE C O NC E PC IO N

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No part of this publication may be reproduced or copied by recording or other electronic/mechanical methods,
without the prior written permission of the publisher/compiler via pupenglishdepartment@gmail.com. Faculty
members whose names are printed on the cover are only compilers who collected materials from different
authors. This is not for sale and the compilers have no intention to profit from this.
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INSTRUCTIONAL MATERIAL
FOR PURPOSIVE
COMMUNICATION
COMPILED BY
EDELYN M. MARIANO
AMADO G. JAPSAY JR.
CLARISSE LANE CONCEPCION
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CURRICULUM
GUIDE
CORE S UB JE CT TITLE
PURPOSIVE COMMUNICATION
CODE : GE E D 10063
CORE S UB JE CT DE S CRIP TION
Purposive communication is about writing, speaking,

and presenting to different audiences and for various
purposes. (CMO 20 s 2013)
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GENERAL
INSTRUCTIONS
TO STUDENTS
This instructional material is composed of four (4) modules that will introduce
you to the world of Purposive Communication. Faculty members who prepared
this instructional material purposely chose topics which are the most relevant
topics when learning about the subject.
Each module is divided into four sections: (1) objectives, (2) lesson/s, (3)
tieback, and (4) checkpoint. Objectives are the goals set in the module.
Lessons are information that are directed towards the achievement of
objectives. Tiebacks are only guide questions that students do not necessarily
have to answer; they can also be short sentences that summarize the module.
Lastly, checkpoint is a set of activities or performance tasks that you must
accomplish.
Answer sheets are provided per module. These answer sheets must bear your
name, course, section, subject you enrolled in, and instructor.
FOR STUDENTS WITH INTERNET CONNECTIVITY, you are tasked to

answer the activities or performance tasks in accordance to the instruction of
your professor.
FOR STUDENTS WHO DO NOT HAVE INTERNET CONNECTIVITY AND

RECEIVED THIS INSTRUCTIONAL MATERIAL VIA COURIER SERVICES,
you are tasked to accomplish the activities or performance tasks at your own
pace. If the sheets provided are not enough, use another sheet of paper for
your answers. You may have your answers handwritten OR computerized and
printed.
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CONTENTS
INSTRUCTIONAL MATERIAL FOR ARGUMENTATION AND DEBATE
COMPILED BY DAGÑALAN, DE LEON, AND CONCEPCION
ii Course Syllabus
ARGUMENTATION AND DEBATE
viii GENERAL INSTRUCTIONS TO STUDENTS
ix CONTENTS
01 Unit 1:
COMMUNICATION AND ITS ELEMENTS
10 UNIT 2:
COMMUNICATION IN MULTICULTURAL SETTINGS
22 UNIT 3:
COMMUNICATION AND TECHNOLOGY
35 UNIT 4:
BUSINESS COMMUNICATION
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Purposive Communication Compiled By: Mariano, Concepcion, Japsay 1
Unit 1: COMMUNICATION AND ITS ELEMENTS
OBJECTIVES:
By the need of this lesson, you should be able to:
 Describe the nature verbal and nonverbal communication
 Identify different barriers of communication
 Adapt effective communications strategies
INTRODUCTION
Over 70% of our time is spent communicating with others, and that‘s the one interaction
every person must do. Everyone must communicate their needs and ideas. Every organization
must communicate its products and services. Unfortunately, many people have trouble in this
area. Some just don‘t have the professional impact they need to get ahead in today‘s corporate
world. Communication is just as important as what we say because people judge us, our
companies, our products, our services, and our professionalism by the way we write, act, dress,
talk, and manages our responsibilities. In short, how well we communicate with others.
Successful people know how to communicate for results. They know how to say what
they mean and get what they want without hurting the people they deal with. You deal daily with
peers, outside groups, customers, employees, and managers and you must have a good
communication style. When we ask people how well they communicate, their answers usually
fall into one of three categories.
First, and most prevalent, is the person who responds, ―I communicate perfectly. I spell
everything out so there‘s nothing left to doubt.‖ Another will react with surprise and ask me,
―What do you mean ‗how well?‘ I don‘t think about communicating, I just do it.‖ The third type will
reflect on the question thoughtfully before saying something like, ―How can one ever know how
well they get their ideas across to another person? All I can tell you that I work more hours
trying to communicate than I can count, and it still doesn‘t work some of the time.‖ Each answer,
in its way, is correct.
Communicating today is both a discipline and liberation. Our language is flexible; one
size fits all. It‘s a language in which ravel and unravel mean the same thing; flammable and
inflammable mean the same thing; fat chance, slim chance, no chance at all mean the same
thing. Communication is both a science and a feeling; it‘s often a cinch, and often an
impossibility.
The smell of a woman‘s perfume, the taste of semi-sweet chocolate, the sight of a blind
person‘s cane, the feel of the feverish brow of a sick child, the sound of the background music
of a horror movie—all these moves us to action or reaction. These are all examples of effective
communication, and none of them involve words. Communication is full of risks; despite
whatever precautions and plans we make, we can never really be sure of our success. No
communication ever travels from sender to receiver in the same shape intended by the sender.
No part of this publication may be reproduced or copied by recording or other electronic/mechanical methods, without the prior written permission of the
publisher/compiler via pupenglishdepartment@gmail.com.

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2 Compiled by: Mariano, Concepcion, Japsay Purposive Communication
And, no matter how hard you try, the message will never be what you say—the message
is always what they hear. But if you have a system to go by, you can at least reduce the risk and
improve your chance of being effective. For communication to occur there must be a two-way
interchange of feelings, ideas, values; clarification of signals; and a fine-tuning of skills.
What is communication?
Let‘s define what communication is, according to Wood (2004), communication is a

systematic process in which individuals interact with and through symbols to create and interpret
meanings. Wood‘s definition suggests the qualities that are inherent in communication.
1. Communication is a PROCESS.
It is creative, continuing condition of life, a process that changes as the communicator‘s
environments and needs change. Many words have become obsolete, trite, or altered in
their meanings while new words have evolved.
2. Communication is SYSTEMATIC
It occurs within systems of interrelated and interacting parts.
3. Communication is SYMBOLIC
Symbols, verbal or non-verbal are the basis of language.
4. Communication involves MEANING

Meanings are assigned, given or invented, not received. It is the production of meaning
rather than the production of messages that identifies communication.
NATURE OF COMMUNICATION
Adjust the Climate

Whenever people get together to communicate with one another, two factors are always
present. First, there is some sort of content to be covered—instructions, news, gossip, ideas,
reports, evaluations, etc. All of us are familiar with the content of the communication, because
it‘s the most obvious factor, and because we deal with it every day. The second factor that is
always present when people get together to communicate is the atmosphere or feeling that
accompanies what you say. This is known as the communication climate.
The physical climate affects us in many ways. When it‘s cold, we wear warm clothes.
When it‘s raining, we wear protective clothes. And it‘s not uncommon for weather conditions to
affect our mood. Communication climates also affect us. They can be either positive or
negative. When the communication climate is positive, it‘s easier for us to communicate, solve
problems, reach decisions, and express thoughts and feelings.

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In short, it makes working and dealing with other people more pleasant and
productive. We‘ve all been in restaurants, stores, offices, and homes where we felt comfortable
and at ease. We usually want to go back to those places. We‘ve also been in homes, offices,
and shops where the climate has been negative. In those instances, we were uncomfortable,
uneasy, and less open.
We usually don‘t enjoy attempting to communicate or do business in a negative climate. Are you
making the climate negative for those you work with?
Choose Your Channel

Like a radio, human transmitters and receivers have channels. A communication
channel is a medium through which information passes from sender to receiver: lecture, written
messages, telephone conversations, face-to-face dialogue, and group meetings.
The choice of a channel may affect the quality of the communication and, in turn, the degree to
which the receiver will respond to it. Therefore, you must decide which channel will be most
effective in accomplishing your purpose.
Written communication should be used when communicating complex facts and figures
or information, such as engineering, legal or financial data, since communication breakdowns
often result when a complex material is presented orally. Written communication is also the best
channel when communicating with large numbers of people, when transmitting large amounts of
data, or when you need a record of the communication.
The telephone is appropriate when communicating simple facts to a few people. The
phone also has more impact and a sense of urgency than written communication, but not as
much as a meeting. To insure that messages are understood on the phone, you may want to
ask for feedback and check to make sure the communication link is complete.
Face-to-face communication has more urgency than meetings. It also has the advantage
of speed, allows considerable two-way communication to take place, and usually elicits a quick
response. It‘s usually best to use face-to-face dialogue when the interaction is personal—when
giving praise, counseling, or taking disciplinary action. Meetings are appropriate when there is a
need for verbal interaction among members of a group. Studies have revealed that supervisors
spend more than half of their potential productive time in meetings, discussions, and
conferences.
For this reason, it‘s important to decide in advance whether a meeting will achieve the desired
result.
Eliminate Static
Another helpful skill is elimination of communication ―static‖ or barriers. If there‘s too
much static, or noise, there‘s a garbled message. The problem is that each of us has different
barriers, and we don‘t usually know what kind of noise the other person is hearing. Sometimes
we guess, and sometimes we guess wrong. The major barrier to communication is our natural
tendency to judge, evaluates, approve, or disapprove the other person‘s statements.
Suppose the person next to you at lunch today says, ―I like what Kay DuPont has to
say.‖ What will you say? Your reply will probably be either approval or disapproval of the attitude
expressed. You‘ll either say, ―I do too!‖ or you‘ll say, ―I think she‘s terrible.‖
In other words, your first reaction will be to evaluate it from your point of view, and approve or
disapprove what the other person said. Although the tendency to make evaluations is common
in almost all conversations, it is very much heightened in those situations where feelings and
emotions are involved.

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Tune in
One of the best ways to ―tune in‖ to the other person is to find out how they process and
store the information they receive. Studies of Neurolinguistics Programming (NLP) have proved
that there are three sensory process types: Visual, Auditory, and Kinesthetic.
Some people are visually oriented. They remember and imagine things by what they look like.
They store pictures. Some people are auditory—they store sounds. Some people are
kinesthetic-they store touch sensations.
How can you figure out a person‘s processing system? By listening. People tend to
broadcast how they process information, how they file their data. Visually oriented people say
things like: ―Here‘s what it looks like to me. Do you see what I mean? Do you get the picture? I
need a clearer vision of that. That‘s not coming in clear to me.‖ All visually-oriented terms.
Auditory people remember and imagine things by what they sound like. They say: ―Here‘s
what it sounds like to me. That rings a bell. Do you hear what I mean? We need to have more
harmony in this office. We‘re not in tune with this.‖ Kinesthetic people remember and imagine
things by the feel of them. They say: ―Here‘s what it feels like to me. Do you grasp what I‘m
saying? That was a tough problem. That was a heavy burden. That was a weighty issue.‖
People don‘t always use the same sensory words, of course, but we do tend to use one
sensory process about 70% of the time. If you want me to understand how you feel or see what
you mean or get in tune with your ideas, you need to talk to me in words I‘ll either relate to
visual, auditory, or kinesthetic. If you talk to me in flowers, and I hear in pastry, we can‘t
communicate. This is a very sophisticated form of communicating and can be very effective.
Know Your Nonverbals

Body movement, eye contact, posture, and clothing are also very important elements.
Studies prove that 93% of your message is nonverbal and symbolic. Employees learn to cue on
the boss‘ moods, spouses learn to react to each other‘s movements, children instinctively watch
for signs from their parents. Studies have also taught us that sometimes our tongues say one
thing, our bodies say another thing, and our symbols—like clothing and hairstyles—say still a
third thing. When this occurs, the normal person will believe what they see, not what they hear.
So you need to be constantly aware of the image you portray. Is it one of the assertive
confidence? Someone willing to listen and solve problems? Or is it of someone unfriendly and
uncaring? Do your clothes and posture reflect a person of high quality or one of the sloppy
habits?
Over 2 centuries ago, Ben Franklin said, ―Power is with the person who can communicate well.‖
It‘s truer today than it has ever been. And the power exists within you. All it takes is awareness
and practice. (Kangal, 2020)

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PROCESS OF COMMUNICATION
Two common elements in every communication exchange are the sender and the
receiver. The sender initiates the communication. In a school, the sender is a person who has a
need or desire to convey an idea or concept to others. The receiver is the individual to whom
the message is sent. The sender encodes the idea by selecting words, symbols, or gestures
with which to compose a message. The message is the outcome of the encoding, which takes
the form of verbal, nonverbal, or written language. The message is sent through a medium or
channel, which is the carrier of the communication. The medium can be a face-to-face
conversation, telephone call, e-mail, or written report. The receiver decodes the received
message into meaningful information. Noise is anything that distorts the message. Different
perceptions of the message, language barriers, interruptions, emotions, and attitudes are
examples of noise. Finally, feedback occurs when the receiver responds to the sender's
message and returns the message to the sender. Feedback allows the sender to determine
whether the message has been received and understood.
The elements in the communication process determine the quality of communication. A
problem in any one of these elements can reduce communication effectiveness (Keyton, 2011).
For example, information must be encoded into a message that can be understood as the
sender intended. Selection of the particular medium for transmitting the message can be critical,
because there are many choices.
For written media, a school administrator or other organization member may choose
from memos, letters, reports, bulletin boards, handbooks, newsletters, and the like. For verbal
media, choices include face-to-face conversations, telephone, and computer, public address
systems, closed-circuit television, tape-recorded messages, sound/slide shows, e-mail, and so
on. Nonverbal gestures, facial expressions, body position, and even clothing can transmit
messages. People decode information selectively. Individuals are more likely to perceive
information favorably when it conforms to their own beliefs, values, and needs (Keyton, 2010).
When feedback does not occur, the communication process is referred to as one-way
communication. Two-way communication occurs with feedback and is more desirable.
The key for being successful in the contemporary school is the ability of the school
administrator to work with other school stakeholders (faculty, support staff, community
members, parents, central office); and develop a shared sense of what the school/school district

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is attempting to accomplish – where it wants to go, a shared sense of commitments that people
have to make in order to advance the school/school district toward a shared vision and clarity of
goals. As school administrators are able to build a shared mission, vision, values, and goals, the
school/school district will become more effective. Building a relationship between school
administrators and other school stakeholders requires effective communication.
For example, research indicates that principals spend 70 to 80% of their time in
interpersonal communication with various stakeholders. Effective principals know how to
communicate, and they understand the importance of ongoing communication, both formal and
informal: faculty and department meetings; individual conversations with parents, teachers, and
students; and telephone calls and e-mail messages with various stakeholder groups.
The one constant in the life of a principal is a lot of interruptions – they happen daily,
with a number of one- and three-minute conversations in the course of the day. This type of
communication in the work of the principal has to be done one on one - one phone call to one
person at a time, one parent at a time, one teacher at a time, one student at a time; and a
principal needs to make time for these conversations. For example, a principal may be talking
with a parent with a very serious problem. She may be talking with a community member. She
may be talking with the police about something that went on during the school day. The principal
must be able to turn herself on and off in many different roles in any given day. (Lunenburg,
2010)
 Before we proceed to another lesson, list down all the difficulties you‟re experiencing
when you have to communicate to other people.
BARRIERS IN COMMUNICATION
We have referred to the term 'Noise' while discussing the models and elements of
communication in the previous sections. Barrier or Noise is a term used to express any
interference in communication between source and receiver. A successful communication is the
one in which the message is conveyed undiminished with least distortion. However, it is not
always possible as a number of barriers make the process of communication complex. Some of
these barriers could be physical, psychological, cultural, linguistic (semantic), technical or due to
information overload. Let us try to understand these barriers and how these can be minimized
for effective communication.
Physical barriers: If the source is not visible to the receiver and s/he is not comfortable in the
environment, it may create barriers in communication. Geographical distance may also create
barriers, as people may like to communicate with one another but due to physical distances may
not be able to do so. For example, people may be interested to communicate with an expert in a
particular area who is not available in other areas/ regions as there is physical barrier.
Psychological barriers: Due to individual differences, attitudes, interest and motivation levels,
we perceive things and situations differently. Apart from this, the varied levels of anxiety,
inherent prejudices and previous experiences also create barriers in communication. Studies
have revealed that due to the process of selective perception, selective recall and selective
retention, we perceive, retain as well as recall a message selectively thus creating barriers in
communication.
Socio-cultural barriers: In communication process, socio-cultural barriers also operate. To
illustrate, in the Indian context, some women may not like to discuss their health related problem
with a male health worker. Similarly, some issues may be perceived as personal and not fit for

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discussion outside the realm of family, thus creating barriers. Some societies are less vocal
which may affect their level of communication with those from other cultures who are more vocal
or aggressive in behavior.
Linguistic barriers: During the process of communication, faulty expressions, poor translation,
verbosity, ambiguous words and inappropriate vocabulary create barriers. Moreover, words and
symbols used to communicate facts and information may mean different things to different
persons. This is due to the fact that meanings are in the minds of people who perceive and
interpret meanings in different ways according to their individual frame of mind.
Technical barriers: While using technology, technical barriers also make the process of
communication complex. When audio quality is poor or video signals are weak, the message
may not clearly reach the target group. Erratic power supply also creates barriers in
communication. Barriers due to information load: At times too much information is imparted
which we may not able to comprehend and assimilate, thus creating a barrier in communication.
To illustrate, in a meeting when a speaker provides information at a fast pace for considerable
period of time many of the issues and concepts may get lost at the end. While using media, this
type of barrier can greatly affect the level of comprehension and utilization of the message.
Hence, great care needs to be taken while deciding the amount of information in a
communication transaction.
STRATEGIES FOR EFFECTIVE COMMUNICATION

We have discussed in detail the various types of barriers that affect the process of
communication and it may not always be possible to completely remove all these barriers.
However, with proper planning and special efforts these can be minimized to a great extent.
Some of the ways of facilitating effective communication could be: clarity of message,
reinforcement of ideas, and selection of appropriate channel, motivation, proper environment
and feedback. Let us elaborate each of these ways.
Clarity of message: In any type of communication, it is important that the objective of
communication is well defined, the level of language is kept simple, brief and clear. It has been
found that most of the complex ideas can be presented simply. Short and simple sentences can
express an idea completely, coherently and cogently. Too many conjunctions make a sentence
complex and difficult to understand. Proper phrasing, punctuation, emphasis, voice modulation
facilitates clarity of message and increases the impact of communication.
Reinforcement of ideas: For clarity of the message, an element of redundancy needs to be
introduced. Difficult or technical words and expressions need to be substituted with simpler
expressions and words of everyday usage. However, care needs to be taken to see that the
message does not become repetitive and boring. The level of audience needs to be constantly
kept in mind.
Appropriate channel: Depending upon the type and objective of communication, selection of
appropriate channel is crucial for the success of communication. The use of technology also
helps to overcome geographical barriers. However, for selecting a particular channel, especially
the more expensive one, some questions need to be constantly asked such as why this
channel? Is there any specific need? Will it help to meet the objective of communication? Is it
possible to avoid unnecessary investment? And so on. Many a time, a simple channel may
convey a message more effectively as compared to the more glamorous ones.
Motivation: Motivation also helps to remove some of the barriers, especially psychological and
socio-cultural barriers. The receivers in the communication process need to be encouraged to
express their views, opinions and doubts. They need to be drawn into the interactive process by

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persuading them to pose questions. Appreciation of their (receivers) views increases their self-
esteem and builds confidence.
Proper environment: Proper seating arrangements, visibility of the source and relatively
comfortable environment facilitate communication. This is especially conducive in overcoming
some of the physical barriers discussed above.
Feedback: Feedback is an integral component of any communication activity. Regular feedback
at appropriate levels facilitates understanding of the needs and views of the receiver/s. It helps
to bridge the gaps, if any, in the communication approach and improves the process of
communication.
CHECKPOINT
Activity:
Part I
Match the following situations with different types of barriers. Write your answers on the
spaces in the first column.
1. Rural women may not like to discuss their a. Linguistic
problems with males.
2. Failure of satellite link b. Socio cultural
3. Too many concepts in a lesson c. Physical
4. Individual differences d. Content load
5. Weak and faulty expressions e. Technical
6. Poor seating arrangements f. Psychological
Part II
1. Watch closely two persons communicating with each other. Note the various signs and
symbols used for interaction. Analyze how their roles as sender and receiver interchange while
interacting. Examine if there is any noise or barrier existing in their communication. If yes,
observe the effect of the noise on the communication process. Chose another situation where
noise/barrier is affecting communication. Analyze the causes leading to noise/barriers and the
steps that can be taken to remove them.
2. Plan an effective communication strategy to communicate your views on any topic to a group
of 20 adults.
Part III
On your list, what are the common barriers that you experience on a day-to-day basis and the
strategies that you can use to fix it?

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References
Baruah, T. D. (2012). Effectiveness of Social Media as a tool of communication. Assam: International Journal of
Scientific and Research Publications.
Dresang, J. (1985). Authoritariam Controls and News Media in the Philippines. ISEAS - Yusok Ishak Institute.
Kangal, S. (2020). Definition and Nature of Communication. Retrieved from iEduNote:
https://www.iedunote.com/nature-of-communication
Lunenburg, F. C. (2010). Communication: The Process, Barriers, and Improving Effectiveness. Houston.
Ellis, R. and Ann McClintock, You Take My Meaning: Theory into Practice in Human
Communication (London: Edward Arnold, 1990), 71.
Schramm, W., The Beginnings of Communication Study in America (Thousand Oaks, CA: Sage,
1997).
Shannon, C. and Warren Weaver, The Mathematical Theory of Communication (Urbana, IL:
University of Illinois Press, 1949), 16.

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UNIT 2: COMMUNICATION IN MULTICULTURAL SETTINGS
OBJECTIVES:
By the need of this lesson, you should be able to:
 Discover intercultural communication and cultural diversity to different countries around
the globe.
 Learn some tips and help when experiencing multicultural communication
 Discover unique cultural practices and cultural characteristics that shape
communication.
COMMUNICATION IN INTERCULTURAL DOMAINS
One of the greatest things that a person can have is their own identity that represents
their own cultural background and behavior, and every citizen in the society carries that
reflection to show the world what kind of community you have. Culture is the total inherited
ideas, values, beliefs, and knowledge that offer to the shared bases of interaction
(culturedictionary.com).
In addition to that statement, it is also referring to the complex collection of knowledge

and awareness—folklore, language, law, occasions, lifestyle, attitudes, and custom that show
some links that gives common identity to a certain group of people or community. We all know
and aware that all of the countries in the world have their own identity, a unique communication
style and lifestyle. We cannot say that because some of us also eat ramen, we can say that we
have a Japanese cultural lifestyle, reasonably speaking, culture is innate since birth, but,
adapting different culture from different countries of the world is possible and acceptable.
This topic, we will be talking about intercultural communication, its richness and its
importance to us, in how we carry our culture and beliefs and are able to adapt the culture of
different community and country. So, here are some explanation of the meaning of Intercultural
Communication according to some scholars:
Intercultural Communication
Tin-Tooney (1999) said that the intercultural communication occur when a person starts
to interact, negotiate, and create meanings while showing their unique cultural backgrounds
Other scholar, like Gydykunst (2003), intercultural communication refers to

communication among people from different nationalities.
For Sipacio-Balgos (2016), this scholar sees the intercultural communication as

communication that has a touch of influence by various ethnicities, religions, and sexual
orientations from particular communities.
Characteristics of Competent Intercultural Communicators
What will be shown below are the list of characteristic traits that define one competent
intercultural communicator, these traits are not easy to apply as a competent communicator,
however it is not impossible to gain these traits. This is according to the World Bank (2010):

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 Flexibility and the ability to tolerate high levels of uncertainty.
 Reflectiveness or mindfulness.
 Open-mindedness; creativity.
 Sensitivity.
 Adaptability
 Ability to engage in divergent thinking (or thinking outside-the-box) and systems-

level thinking (or thinking how each one in a system or organization influences
each other)
Remember that culture is not separable to the other elements such as gender, age,
religion, and social status, these must also be taken seriously in the communication especially
with a person you know is not having the same culture that you have, perhaps, that person is
living in the other country or a community away from you.
So, mentioned below will be some tips that will help you to refrain from showing bias
when talking to these kind of people that for sure, you will experience in the future:
 Avoid being stereotypes (or generalizing people) about a certain group of

people. For example, men who cry every time they feel sad and heartbroken are
usually generalized as weak or feminine, because the society have already
viewed men as tough and brave individual in public.
 Challenge gender norms; avoid using too much ‗he‘ and ‗man‘ whenever
referring to a general group of people. To practice this, you may use plural nouns
to address the group of people, or in written communication, rewrite a sentence
to avoid using pronouns. The use of ‗his or her‘ is also acceptable and much
better to hear in talking to a group of people.
 Do not talk down on younger people and the elderly.
 Have some sensitive mindset towards some religious practices and traditions,
even though it is not the same as what you have, being respectful towards
different principles is important.
 Be polite at all times; avoid belittling people you thought to be on a lower social
class than you.
Of course, these are common tips and help to make your behavior have some good
reflection towards other people. Although, we can perceive that these are just common and
easy to apply, a lot of people still struggle and is not wanting to apply these tips because of
some certain reasons, like the attitude that they bear. We all know, our attitude is also rooted in
our culture that also reflects our family, friends, and communities.
Filipinos have the abilities to easily adjust to different communities, partly because of our
country‘s historical experiences when we were being colonized, our language changed and the
lifestyle also changed to fit in what our society needs, even our food choice and fashion, our
interest in lives, and even our government system. When the crisis comes, some Filipinos will

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include an option to become Overseas Filipino Workers (OFWs) and through this we
unconsciously adjust our interaction toward people, our empathy and cultural understanding are
unconsciously widening. To avoid complex communication problems, they (OFWs) are mostly
required to undergo ‗Pre-departure Orientation Seminar’ (PDOS) conducted by the
Commission on Filipino Overseas (CFO).
According to their regulation, this seminar is not only for the OFWs but also for those
people who want to settle permanently abroad. PDOS covers topics like some important cultural
aspects that one shall be familiar with before leaving. This seminar happened to make Filipinos
be prepared for some uncertain events or culture-shock situation that they may face afterwards,
they are being prepared for multicultural communication. Filipinos still have to undergo to this
kind of seminar even though we can easily adjust to the cultural diversity in the world, because
we do not generalize our citizens that everyone is capable to understand multicultural
communication.
But, do not worry. Filipinos are known for being hospitable (well, not everyone these
days, but most of us) and warm to people around the globe. So, whenever we go, culture shock
is just a minimal thing, and we can easily embrace cultural diversity.
As we talk about cultural diversity and intercultural communication, both certainly affect
each other, so, we will be talking about some important information that you need to know when
the time comes that you need to visit and experience the cultures of the following countries.
Communication in China
Language barrier in China is one

of the major problems that you will be
facing. Greg Rodgers (2017) wrote in his
article that communicating in China is
always the challenge for the visitors,
especially for first-time visitors and
people traveling alone without a friend
who can translate strangers‘ directions.
Beware during meal time, charades
usually fail and in the restaurant, when
you move your hands for chopsticks,
you waiter will perhaps bring you a
https://www.internations.org/go/moving-to-china/working
pencil.
So here are some tips when you are communicating with some Chinese people. In a
formal business meetings, because Chinese are known to be one of the countries who takes
business seriously, one must be aware of the Chinese‘s desire to preserve harmony
(Mclaughlin, 2013). According also to Mclaughin, Hierarchy is very important factor in Chinese
communication. When speaking to a superior or elders, you must generally phrase you‘re their
words carefully. Speaking without giving you permission might give you bad perception.

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The concept of face must also be

considered when communicating with the
Chinese. Basically, they prefer to not say
negative things as long as they can and rather
will emphasize positive things. In a usual
business dinner meeting, Chinese
businessmen routinely praise one another with
compliments. Giving gifts is a natural thing in
any social and business occasions in China. To
communicate with Chinese, preciseness and
https://www.chinacarservice.com/blog/chinese-business-culture/untitled-design-124/ accuracy are important in able to have a clear
and better understanding of the context.
Communicating in Korea
When you plan to go to South Korea, there are things that you must be aware of in terms
of verbal and nonverbal communication, because their communication pattern is indirect and at
times—verbose. They have the tendency to depend less on words and are very keen at a
speaker‘s gestures, body language, facial expressions, and tone of your voice to know the
message of what you are trying to say. Just like Chinese and most of Asian citizens, they are
particular with maintaining harmony in the country and in the relationship.
They use less gestures and most of the

time silence is an important and useful tool to
them. Pausing and waiting for a moment to
respond is an indication that someone has
applied appropriate thought and consideration
in the forums, this is one of their ways to show
their politeness and respect to people. It is kind
of strange that sometimes smiling could mean
that one is feeling embarrassed or ashamed
and they are not very much tactile with each
other. Girls are able to walk hand-in-hand and https://hrmasia.com/almost-half-of-south-koreas-small-businesses-to-axe-jobs-in-2019/
male friends tend to touch each other
sometimes. They do not point using their index finger; they rather use their entire hand to point
to someone or something.
In some friendly conversation scenario, eye-contact is also important for a person you
are communicating with. When receiving some offerings or gifts, you have to use both of your
hands or your right hand. Lastly, sneezing is considered rude in South Korea.
Communicating in Japan
Firstly, you have to refrain yourself from pointing when communicating in Japan. Use a
wedge hand aimed in a direction where you wanted to point at. Keeping your voice low and
peaceful is also a sign that you are creating a harmonious ambience in communication.
Whenever you see some errors, you have to present it carefully so as not to appear that you are
pointing out harshly. Secondly, when communicating with Japanese people and asking
questions you do not pressure them for an accurate answer. This means that if a question
remains unanswered twice, one has to respect the unanswered and silence.

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Finally, be reminded that bowing is an

important communication ritual in Japan.
Traditionally, the person coming from a lesser
social status bows lower than the person coming
from a higher social status, but even a small bow
is enough to show respect for the person and
the Japanese culture. When you are travelling
alone and you take a train, always be reminded
that their train departure is always on-time, and
giving seats to the women and older people is
considered rude, because you are showing them
that they cannot bear their endurance of
http://vnmanpower.com/en/25-most-interesting-things-about-japanese-business-culture-that-you-
standing, they will interpret that you think they mayn‘t-know-part-1-bl191.html
are already old that they need to sit.
Communicating in America
Addressing informally to each other is common in

America, they do not have such honorifics to mind of,
and addressing their first name is alright to their
community. No academic or job title are used unless one
is formally introduced in business meeting or academic
setting. Most of Americans are energetic and positive in
terms of communication. They typically speak in
imperative tense with lots of action-oriented words.
https://www.purdueglobal.edu/blog/social-behavioral-sciences/what-
They use expressions such as: ―make it work‖ or

is-cultural-diversity/
―instant solution‖. Unlike in some Asian countries, they do not bow down but instead they shake
their hands or just say ―hello‖ when entering a room for a business meeting. Times conscious is
one thing that you have to remember to them. Americans hate it when their time is wasted and
so, you have to be at least thirty (30) minutes ahead of the call time when meeting an American.
They expect people with a loud voice.
READING:
Read this short article that tackles about how do different cultures and our culture shape
our everyday communication in life.
Using English: It’s More Fun in the Philippines!

Cholo Sediaren
I believe that Filipinos have transformed the English

language into something distinctly Pinoy as Mikey Bustos
illustrates in his YouTube video tutorial on Pinoy English.
For Instance, a ―dirty kitchen‖ can be found in many Filipino
homes. But this kitchen is not really dirty; it refers instead to
a kitchen located outside the main house, where the ‗dirty
work‘ cooking is done. The same word ―dirty‖ is used for

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―dirty ice cream‖ which refer to homemade ice cream that is

sold by wandering vendors on the streets. Another example
is the Filipino‘s use of the word ―salvage.‖ In the dictionary,
this word pertains to being salved. But it refers to something
entirely opposite in the Philippines: to salvage is to kill or
murder someone. Interestingly, because of our nation‘s
colonial history under the Americans and our consequent
inclination toward Western culture, we have since adapted
the English language to animate our daily conservations, to
address the needs of our educational and professional
settings, and to enliven our popular culture. Who does know
the heartwarming lyrics of Jose Mari Chan‘s classic
―Christmas in our hearts‖? Indeed, using English in our local
contexts may also reflect our identity as a people who are
creative in adapting the foreign influences around us. We
Filipinos should be proud of our many accomplishments
while using the English language; but we must also
remember to be mindful of our contexts when we use any
language so that we do not offend or confuse anyone
carelessly.
FOR YOUR INFORMATION: This required an access to internet. Not

required. Watch the Mikey Bustos Pinoy Lessons “Pinoy English” and
observe how our (Pinoy) English varies as our culture reshape it in our
everyday communication. Click this link or scan this QR Code:
https://www.youtube.com/watch?v=UqlFT8zT8V8
THE TIE-BACK
1. In your own words, define intercultural communication.

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
_________________________________________________________.
2. What is the effect of ―gender‖ in communication?

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
_________________________________________________________

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3. Give one characteristics of one competent intercultural communicator and how are
you able to apply it in the future?
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
_________________________________________________________
EXPLAINING UNIQUE CULTURAL PRACTICES: CULTURAL CHARACTERISITCS THAT

SHAPE COMMUNICATION
This topic, we will illustrate the essence of what culture is all about. Culture, basically, a
way of life that is rooted and grown in the community or society of people who possess similar
beliefs and traditions. Some said that what we always do every day, what we do to make our
task done is part of our tradition, but, habits are different to culture, all people eat every day, all
people work every day, all students go to school every day and that don‘t differentiate our
identity, because culture is the mirror of our identity which we have learned from our community
where we live.
Culture also reflects our sets of behavior that are expected to be accepted, although
we cannot deny that some certain instances there will be disrespectful and discrimination going
on in a situation, and that can be the effect of misinterpretation and lack of knowledge in a
multicultural setting. We, Filipinos, we always demonstrate our endeavor respect to our elders
or even older people, we are showing them through our gestures of mano po, with reaching
their hands to put it on our forehead, and this is not because it is required to do as a role of
younger person, but because it is innate to us—the characteristic of being magalang
(respectful) to them
In our language (Filipino) we do not recognize to use gender language in our

grammatical structure, it‘s impossible to translate an English word or sentence that has a
pronoun of he or she, because Filipino language doesn‘t have an accurate translation for those
kind of pronouns: I love him, in Filipino translation it is, Mahal ko siya, stating that siya is
masculine, but in our language context it can be recognized as feminine, therefore, it is gender
neutral. How cool it is! We even have an accurate translation for big brother, kuya, and big
sister, ate. That is because we truly respect our elders that it led the Filipinos to create honorific
as to reflect our identity being respectful and kind citizen.
Remember that communication does not always achieved through verbal language and
gestures, to learn how to value the culture you are behaving, and value other‘s culture, the
communication you wish to occur will process unconsciously through the behavior that carried
your culture throughout the days that you are showing it to your friends and classmates.
Food as Language
Do you believe that food also speaks? And when I say speak, it means it communicates
and can say something that only you, perhaps, only a certain group of people can understand.
Do you believe that food is part of our language and culture? As we eat every day, do you
notice that the food you eat is carrying a message that reflects our cultural identity? Well, in fact,
Doreen Fernandez said that ―Food speak, and not only to the palate and senses‖ but it also
delivers messages.

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For example, when you did something wrong with your high school teacher, it was
typical for high school students to be guilty and start to gather money from classmates and buy
a cake as an apology gift for your teacher. When you were going to a formal meeting, you would
bring something nice to your boss, something pleasant and convenient to eat, perhaps,
cookies? Brownies? During all-souls day, Filipino families are traditionally making delicacies like
kakaning malagkit (rice cake), which gives message and meaning for us and for the soul that
passed away. It derives from the tagalog word kain (to eat) and kanin (rice). Big celebration
sometimes forced us to prepare and have a grand feast. And we have different impact and
feeling in the rarity of the gift, when someone gave us a home-made food and you know that
they made an effort to cook it for you, you feel so special.
Certainly, we are also going to talk about some foreign food that Filipinos adopted and
recreated to suit our taste and identity of being a Filipino. Observe the pictures below, one does
not just become like that without the origin of its terminology and story of the culture they
represent.
Photo was retrieved from: https://simply-delicious- Photo was retrieved from https://www.yummy.ph/recipe/easy-
food.com/easy-chicken-adobo-recipe/ pinoy-pancit-bihon-recipe
The famous Adobo is originally derived from the Spanish food called Adobado which is
a stewed meat dish in Mexico, which somehow close in how to cook it, Filipinos just adapted it
in a creative way where we mix olive oil, garlic, laurel, oregano, paprika, salt, soy sauce and
vinegar together, it can have a chicken or pig meat, and because in our country, we treat rabbits
as pets, we do not include it in our option that it can be a meat to eat because in other countries,
they sometimes eat rabbit meat. We all know that Pancit was originated from Chinese food and
culture, the term Pansit comes from Hokkien: pian + e + sit, which still can be recognized as
Chinese, but the meaning is not what you think it is, there has no noodles‘ significance in the
origin but it really means: something that is conveniently cooked (Kirshenblatt-Bimblet &
Fernandez, 2003) which can be a general food that indicates a process of frying since it was
convenient and easy to cook through frying. However, the Philippine style of pansit is creatively
different, we do not cook it as instant as it is but rather, we put a lot of effort in order to prepare it
to some very special occasions or events.
Now, that we are aware that food and language are inseparable, and it affects our
culture that is reflecting in our behavior, here, I am going to show you an interesting article that
answered the question why does tea only has two-word translation in the whole world?
READING:

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Tea if by Sea, Cha if by Land: Why the World Only has Two Words for the Tea
By Nikhil Sonnad
To see the image in colored: https://qrgo.page.link/DoW3P
1. With a few minor exceptions, there are really only two ways to say
―tea‖ in the world. One is like the English term—té in Spanish
and tee in Afrikaans are two examples. The other is some variation
of cha, like chay in Hindi.
2. Both versions come from China. How they spread around the world
offers a clear picture of how globalization worked before
―globalization‖ was a term anybody used. The words that sound like
―cha‖ spread across land, along the Silk Road. The ―tea‖-like
phrasings spread over water, by Dutch traders bringing the novel
leaves back to Europe.
3. The term cha (茶) is ―Sinitic,‖ meaning it is common to many varieties

of Chinese. It began in China and made its way through central Asia,
eventually becoming ―chay‖ (‫ )یاچ‬in Persian. That is no doubt due to
the trade routes of the Silk Road, along which, according to a recent
discovery, tea was traded over 2,000 years ago.
4. This form spread beyond Persia, becoming chay in Urdu, shay in

Arabic, and chay in Russian, among others. It even made its way to
sub-Saharan Africa, where it became chai in Swahili. The Japanese

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and Korean terms for tea are also based on the Chinese cha, though
those languages likely adopted the word even before its westward
spread into Persian.
5. But that doesn‘t account for ―tea.‖ The Chinese character for tea, 茶,
is pronounced differently by different varieties of Chinese, though it is
written the same in them all. In today‘s Mandarin, it is chá. But in
the Min Nan variety of Chinese, spoken in the coastal province of
Fujian, the character is pronounced te. The key word here is ―coastal.‖
6. The te form used in coastal-Chinese languages spread to Europe via

the Dutch, who became the primary traders of tea between Europe
and Asia in the 17th century, as explained in the World Atlas of
Language Structures.
7. The main Dutch ports in East Asia were in Fujian and Taiwan, both
places where people used the te pronunciation. The Dutch East India
Company‘s expansive tea importation into Europe gave us the
French thé, the German Tee, and the English tea.
8. Yet the Dutch were not the first to Asia. That honor belongs to the
Portuguese, who are responsible for the island of Taiwan‘s colonial
European name, Formosa. And the Portuguese traded not through
Fujian but Macao, where chá is used. That‘s why, on the map above,
Portugal is a pink dot in a sea of blue.
9. A few languages have their own way of talking about tea. These
languages are generally in places where tea grows naturally, which
led locals to develop their own way to refer to it. In Burmese, for
example, tea leaves are lakphak.
10. The map demonstrates two different eras of globalization in action:

the millenia-old overland spread of goods and ideas westward from

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ancient China, and the 400-year-old influence of Asian culture on the

seafaring Europeans of the age of exploration. Also, you just learned
a new word in nearly every language on the planet.
FOR YOUR INFORMATION: Did you know that French fries are not originated from france?
Open this link for the short article: https://qrgo.page.link/hf8Z7 or scan this QR code to view the
article even without an access to internet.
Page 1 Page 2 Page 3
THE TIE-BACK
1. How do food speak in our palate and senses?

______________________________________________________________________
______________________________________________________________________
________________________________________.
2. How are there only two words for the tea?

______________________________________________________________________
______________________________________________________________________
________________________________________.
3. Share an experience that you actually use food as communication in a situation.

______________________________________________________________________
______________________________________________________________________
________________________________________.
CHECKPOINT:
Activity: Write a journal where you or a person you know experience and encounter multicular
communication. Tell a story how you or the person you know faced and went through it. Write
your response on the space provided below.

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REFERENCES:
Gepila, Emejidio Jr., Rolando P. Quiñones, Edelyn H. Dagñalan, Sherry Ann C. Medrano, Melanie M.
jimenez, Marissa L. Mayrena, Jennline Christina B. Aguilar (2017). Purposive Communication in
English (the FACE Model Approach). Jenher Publishing House
Kirshenblatt-Gimblett, Barbara & Doreen G. Fernandez (2003). Culture Ingested: On the Indigenization of
Philippine Food. New York University. Retrieved from:
https://www.researchgate.net/publication/250976631_Culture_Ingested_On_the_Indigenization_o
f_Phillipine_Food
Sonnad, Nikhil (2018). Tea if by Sea, Cha if by Land: Why the World Only has Two Words for Tea. Quartz
Media. Retrieved from: https://qz.com/1176962/map-how-the-word-tea-spread-over-land-and-
sea-to-conquer-the-world/
Suarez Cecilia A., Marianne Rachel G. Perfecto, Maria Luz Elena N. Canilao, Devil benedicte I. paez
(2018). Purposive Communication in English. Ateneo De Manila University Press

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UNIT 3: COMMUNICATION AND TECHNOLOGY
OBJECTIVES
By the end of this lesson, you should be able to:

 Understand communication and its effect and purpose in times of Digital Age
 Learn to appreciate the impact of Communication on the current society we are living in.
 Understand the role of Social media in today‟s generation and utilize it in purposively.
 Understand and learn communication and technology registers based on audience and
context.
APPRECIATING THE IMPACT OF COMMUNICATION ON SOCIETY AND ON THE WORLD
We all know that in this generation we can have an access to anything by just one click
on your keyboard or by just swiping on your screen. But, not only you have an access to
anything on your smartphones or internet, you also have the power to voice out your opinion or
thought that can shape an idea and events as it passes through time.
In this topic, you will learn to understand the significance of technology in

communication, the value it carries on our culture, and how we are able to fully nourish the
importance of communication in this time of Digital Age, wherein everything can possible be
instant and convenient.
Our lifestyle had become so dependent on technology, every day and every hour,
there are technologies around us doing some stuff to aid us, for an instance, when you wake up
every morning and you want to have a bread but not just an ordinary bread, then there is a
toaster. To cook your favorite sunny side-up egg easily? You have your stove (sometimes
electric stove). Going to your school even you just left 30 minutes before your class starts, then
you have your transportation. To communicate with your friends and classmates, to ask them if
their teachers are absent? Then you have a social media on your smartphone. With just one
click, then you can now assure yourself that your lifestyle is swift and convenient every day.
Through technology, we can now find out what is happening outside our house, even reaching
the news outside our country. The communication that built by this generation became the
spotlight of others to find what is wrong about it.
We cannot really deny the fact that communication in times of Digital Native continuously
evolves and adjusts the way people need it. Have you ever tried to think about the
difference of communication way back before the first digital telephone ever produced and our
mode of communication now?
Observe the pictures that follow.

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Photo retrieved from: http://www.ateneo.edu/ls/soss/political-science/news/research/why-many-filipinos- Photo retrieved from: https://

support-martial-law-30-years-after-and
What do you recall from these pictures? How do you think that the accessibility to information
during this historical events perform?
If you want to think more about it; it was far different from now, not only for personal use
but also for country‘s effectiveness of having accessibility to information which is one of the
most basic rights a citizen should have. How about give yourself a time to take a moment and
imagine our one of the unforgettable historical events here in the Philippines, way back in 1982,
even without any internet connection and gadgets such as smartphones EDSA People Power
Revolution still happened (Suarez et al, 2018), imagine how difficult it was to access such
information about news during Martial Law.
Nowadays, those simple smartphones you often bring are making a huge impact for
your decision-making every day, you can instantly access to some legitimate news outlet in just
one tap, and you may know what is currently happening. But, the rights of these people during
Martial law to have an access to information were stolen from them (Dresang, 1985). That is
how the communication well important on our today‘s society, that if one authoritarian controls
News Media, communication and technology became one of the allies of the people.
We cannot deny the fact that our generation today became Digitally Connected World,
everything became instant, and we are wanting everything instantly. That is why we sometimes
call our generation the Instant World, meaning, it ―brought occasional convenience‖
(https://www.argh.com/articles/living-in-an-instant-world/) whenever we hear the word Instant
there were few things we think similarly, like an instant noodles, where you can just pour a
lukewarm water in the cup noodles, then there you have it—an instant quick lunch, or a
television advertisement, in just 30 second you can now understand one object you want to
purchase. And that explains why, nowadays, we look forward to make our lifestyle more
convenient and easily adopt.
So, the today‘s manner of communication is characterized by constancy of

connectivity, convergence, and interactivity. (Suzarez, 2018)
1. CONNECTIVITY. This occurred by digital tools that we use such as cellular phones,
smartphones, tablets, computers without giving much effort to do it. Through sending
Text messages or emailing.

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2. CONVERGENCE. As it improves consistently in using of technology, this

characteristics possibly happened through face-to-face communication. Here, if you
were able to see instantly the physical appearance of other person you are
conversing through smartphones, or what they currently doing. The examples of it
are through video-calls, and other forms of face-to-face system or application.
3. INTERACTIVITY. This will be happened if the person on the other face-to-face

system can instantly interact to you with the demand you are asking. There is an
instant participation going on. It can be through online classroom or quizzes, or fun
games on the internet.
To this time of digital native, there would be less bothersome barriers when it comes to the
distance of time and space, everything could be accessible to retrieve and information from
the past and even produce some from the present. Because of this evolution of communication,
our feelings to different information we are able to access also alter, today, we now have
different way to interact with people and even react to some news articles we are reading
online. We can now see vividly the difference of media ages in different generations.
This graph that was adapted from A. Edwards, et al The Communication Age:
Connection and Engaging, will show you the distinction between the first and second media
ages:
FIRST MEDIA AGE SECOND MEDIA AGE

(BROADCAST) (INTERACTIVITY)
Centralized: One speaks to many Decentralized: Many speak to many
One-way Communication Two-way Communication
Reproduction of social stratification and Democratizing: Facilities Universal

inequality citizenship
Participants are seen to retain their

Participants as fragmented mass
individuality
Influences individual experience of time and

Influences consciousness
space
As you notice, the distinction between two media ages is too broad and noticeable, from
being centralized, in second media age, conferences and other forms of meetings happening
inside the manner of communication that is characterized by Interactivity are now possible.
In just shows to this distinction that first media age favors the speaker alone and people
who have the authority to broadcast, while second media age favors the general individual to
communicate freely and give themselves their owne decision-making.

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FOR YOUR INFORMATION: This needs an internet access, not required. You
can watch the TED Talk of Sherry Turkle titled: Connected, but Alone on this
link https://qrgo.page.link/igPBT or you can scan this code to easily access.
THE TIE-BACK
1. What technology do you often use as part of your everyday lifestyle?

______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
_____________________________________________.
2. Do you agree that people of today‘s generation would likely to have an instant of
everything?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
_____________________________________________.
3. How important the access to information nowadays, especially in this time of pandemic?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
_____________________________________________.
USING SOCIAL MEDIA PLATFORM

Across this generations we are already aware how important social media in our lives is,
not just for entertainment and socializing with friends and colleagues, on more advanced
social media, we are able to perform different way to improve our lifestyle and culture and
even our economy. But, when it comes to social media, individuals in communities express their
feelings and ideas differently. On social media, everything becomes easily plugged-in. Before
everything else, what is social media? And how does it perform with communication, especially
in this time of digital native?
Social media refers to the means of digital interactions that neglect the hindrances of time
and space of two communicators with the use of web-based or mobile technologies that allow
you to have an access to some applications that are used extensively for the purpose of
communication (Baruah, 2012) such as Facebook, Twitter, Myspace, Tumblr, Instagram,
Snapchat and many more. One of the advantages that these social media outlet gives you is
that it increases your communication skills not only among the people you know but of the
educational institutions through online sharing of information

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Abusing of social media can get

you a trouble, many people are
using social media as their outlet of
rage and resentment, and there is
nothing wrong about it. But, when
your words started to hurt other
people, and the fact that the
language element of social media is
only but words and images, it
causes other people to have
different interpretation of how you
deliver your thought, so always be
mindful of the words you are going
to post or say on your video. It‘s not
only the purpose of social media is
to become an outlet of your thought
and idea, or find any entertaining
stuff, or to instantly communicate
with your family and friends, but it
can also be one of the tools for
professional people who do their
jobs every day. I want you to
observe the infographic (the picture
attached on the right side of the
page) that shows the ‗then‘ and
‗now‘ usage of social media on our
society and our world.
Did you notice the big change

of the social networking of both
generation? Were you bothered that
all of these traditional tools we had
been using are now being replaced
by these newer ones? Or are you
comfortable enough to accept that it
happens as it evolves consistently
on our society? Yes, change can
never give us neutral feeling of
peacefulness, but that is how
technology works in our lifestyle
especially in communication. Retrieved from: https://visme.co/blog/infographic-ideas/
As you can see, the similarity of two generations is both have the desire to achieve social
networks. These two generations didn‘t contradict each other, but it actually helped our today‘s
social network to improve and possibly be happened because of the previous social networks
we had.
To further understand social media, and to explain it technically, according to Kaplan and
Haenlein (2010) it is ―a group of Internet-based applications that build on the ideological and
technological foundations of Web 2.0, and that allow the creation and exchange of user-
generated content.‖ As citizen of this community we can produce and receive information
through communication, in the usage of social media, not only we can produce and receive

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information. But we can also retrieve and construct information or memories that could be
stored forever as long as internet is still existing. That is one thing social media can serve us.
The users of social media are random individuals that you may perhaps know as critics,
writers, scholars, like-minded persons, experts, or decision-makers. We may not know who can
read and see our message or post, but one thing is for usre that we retrieve and build
messegaes that can be read all around the world if you wish to.
The table below shows classification of social media according to Kaplan and Haenlin
(2010).
Social Presence
Low Medium High
Self-presentation/self-disclosure
High Blogs and microblogs Social Networking sites Virtual social worlds
(e.g., Twitter) (e.g., Facebook) (e.g., Fairy land of Second
Life)
Low Collaborative projects Content Communities Virtual game words
(e.g., Wikipedia) (e.g., YouTube (e.g., World of Warcraft)
.
As you notice, our social presence also varies in different social media outlet or application
we are trying to use. And that explains why every user of social media outlets has different
reactions and interpretation toward the idea we read or we see on social media. That also
explains why the matter of our behavior is also changing, either we are getting used to being
alone, or we are just seeking for companionship because we feel lonely using these social
media outlets.
It is different if I am just going to give you thumbs up for approval, or I will instead send you
a message telling that I approve to your work, we have a different respond to how we give our
message on different social media outlet. The heart-react on social media had now become
normalized, but if I will send you a heart emoticon, out of nowhere it may have a different
meaning of how you interpret it.
This generation of digital age, has undeniably altered our emotions and thinking that
caused our reaction and responses reshape our interpretation of things. Even in news and other
issues, we now have different way to respond on it if you shared-post it on Facebook. When you
see humorous pictures or jokes, it is strange now to respond on it because it is just visuals and
no words at all. Memes, today, had entered our social media world, there would be no day that
you couldn‘t see any memes whenever you swiped on your screen. They emerge everywhere,
not only on one social media but all of it.
Memes, as it sounds like, and even on its visual, it seems so casual. But, professionally
speaking, memes have become the spotlight of the newer tool to communicated using words
and images in social media. It is not really new but it has been developed through time, from
generation to generation. Let us first define what is a Meme?

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As we all know that there is one thing that meme can do to us, it‘s either it gives us
humor from the image we can relate to or find interesting and fun facts from the reality that the
image is showing to us. Sean Rintel (2014) stated on his essay, What are Memes, that memes
are shared ―nuggets of cultural currency‖. These quick-edited pictures of showing both relevant
and funny pictures had become an important way and mechanism to create meanings that
―predates the internet‖ (Suarez et al, 2018). But, now not only to a particular public post, memes
are being used as part of creative comment culture.
It is fun to discover that through these visual elements that social media reconstructed,
we are now allowed to share our feelings in more interesting way and less embarrassment.
Technically speaking memes or memetics are not really new or the unique invention of
today‘s social media. The term ―memes‖ was first adopted from a biologist named, Richard
Semon, and through his research in theorizing biologically inhetiable memory, he used the word
meme to explain his study about it, although, we are not studying biology or any genes.
Later on, in the other explanation, Richard Dawkins, from his book The Selfish gene,
took the opportunity to coin the meme term from Greek ―mimes‖ meaning ―imitator‖ as a cultural
analogue to ―self-replicating unit of information‖ (Rintel, 2014)

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They argued that the evolution of the term ―Meme‖ also carried its purpose to replicate,
imitate one information from generation to generation. On its similar principles (2014) particular
thought has left and arrived; which are the concepts of arts and humanities, politics and
religions, trends and fashion. Basically, perhaps, memes have a purpose to retain one idea from
the past bringing to the future in order to not be forgotten.
Unfortunately, not all memes are successful, some meres have failed to be replicated,
and that was because memes have three properties by which they evolve and exist.
1. INTERTEXUALITY. This property will let you create a meme with the reference of
the other memes, mashing up photo with historical or famous reference with a text as
a message you want to communicate.
2. INDEXICALITY. A property that can be used to comment on different situations.
Having one image that can be used to different message, and could give you same
feeling and reaction visually.
3. Retrieved from: https://www.sbs.com.au/news/explainer-what-are-memes

TEMPLATABILITY. To consider the structure of a meme, this property is perfect for
it. As the image gives enough space to add new content for other people who wish to
create another meme.
Internet had become so rich when it comes to being a host or transmission of ideas, and
memes are not exempted on it. Internet and social media performed a very heavy task to make
the meme transmit to all individual accounts of social media. This explains the great function
and importance of social media to retain, transmit, produce, and retrieve similar ideas and beleif
that one culture in one society possesses.

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FOR YOUR INFORMATION: This needs an internet access, not required

Open this link https://www.internetworldstats.com/stats.htm to see further
data explanation of this graph shows below.
THE TIE-BACK
1. How do social media platforms affect your life?

___________________________________________________________________
___________________________________________________________________
________________________________________________________.
2. What social media platform do you always use and how does it perform in your
everyday life?
___________________________________________________________________
___________________________________________________________________
________________________________________________________.
3. What is meme according to the lesson?
___________________________________________________________________
___________________________________________________________________
________________________________________________________.

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TECHNOLOGY AND COMMUNICATION REGISTERS BASED ON AUDIENCE AND

CONTEXT
We have already fully discussed that the older and newer generation have a tremendous
evolution in technology and communication, and that explains why all professions and lifestyle
had also need to evolve and adjust the way society needs it. In this lesson, we will be able to
understand and learn to use communication and technology with proper registers usage based
on Audience and context.
In all oral presentation, there is one thing that we must not forget—our visual
presentation. Way back from older generations, teachers were using manila papers or cartolinas
as their visual aids while having their classes. But, now, with the help of technology, projectors
and laptops are now existing to become the permanent change of old visual aids for teachers,
and not only for teachers, but also to other professions that need oral presentation with AVP (or
Audio-Visual Presentation)
It is indeed that technology has a great responsibility for the evolution of communication.
As we are all aware, there are few people using traditional door-to-door mails nowadays, and
we can say that these people are in the military journey that doesn‘t need any interned or mobile
phones.
Because technology has a huge impact to communication, economics and businesses
have also integrated technology for more convenient access to connection within companies
and outside such as their investors and suppliers.
Now, that few years from now you will be facing your life outside school and will begin
your journey as a citizen with dreams for your family, country, and for yourself, this following
functions of technology for business corporate presentation will give you insights of what lies
ahead in your future especially if you are about to plan to take the corporate job, nevertheless
these suit to any industries that communication is required.
FUNCTIONS OF TECHNOLOGY FOR BUSINESS PRESENTATION PURPOSES (Gepila et al,

20..)
1. EASY PRODUCT LAUNCH. Instead of doing door-to-door marketing for your
product or any announcement you need to advertise, through E-mail subscriptions
and use of social media can be enough to inform the public about the business you
have. And it is less costly than the traditional door-to-door marketing.
2. SEMINARS AND ANNOUNCEMENTS. Through posting an online advertisement,
people on social media will know about your issues or events you want to advertise
in just one click.
3. BLOG MOVIE REVIEWS. Because films also have a great role of shaping of our
culture and behavior, reviews and other blogs about films can be helpful tools to
market a certain movie. Those are what we called teasers and synopsis
4. VIDEO LECTURE. These are all accessible to interene, in just one click you may
seek the video lecture you are looking for free, this is a good sample of a tool to
know how good you can explain the lesson or the topic you are reporting.
Always remember that you don‘t always communicate through words, but you have to
compromise with the other matters that have an involvement in your oral presentation. Knowing
the purpose of your presentation will help you not to stray away from the goal of the topic you
are wanting to achieve. Your aim is to persuade your audience. Because at the end of your
presentation, there must be things that they will not forget, orally or visually.

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So, I will give you a list of expectation of audience when you are presenting a topic in
front of them.
1. Deep understanding of the topic through explanation of it to others.
2. Exposure of your work to the scrutiny of the audience.
3. Improvements in your ability to articulate an argument.
4. Contribution to the learning of your peers.
5. Demonstration of your research skills
6. Communication of your work to a wider audience other than via written work.
7. Development of workplace skills and skills necessary for lifelong learning.
8. Skills to defend an argument or stand.
Your audience—in conferences or even a full-blown audience—will always be varied,

they will have different interpretations and thought, interest and needs, so, always be mindful
enough to know what they generally need.
When you are about to do oral presenation, there is one thing that you must never
forget—your friend—the visual support material. Nowadays, it is not formal-looking to see
someone presenting without even showing some visual aids or visual support. In academe, in
office, and in meetings, visual aids are as much as important to your content. In today‘s
technology, people are fascinated to visual arts, so you have to have a very pleasing desing in
your visual support material.
Simply enough, to all oral presentation, there are typically using Microsoft Power Point or
Prezi, and both are easy and effective to use as visual support material. These applications are
being used by teachers, students, and professionals whenever they are having their classes or
any oral presentations.
Here are some tips that can make the design of your visual presentation successful.
 Design of the slides must be simple (even in colors)
 Use sans serif font (Arial) or any font that is easier to read from a distance.
 Use a high-contrast color scheme. (Black on White or Yellow on Black)
 Each slide must have one main point or message only.
 All headings must be uniquely exposed.
 Prefer bullet points instead of full sentences.
 Use only graphs if you are explaining and presenting complex information.

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Your visual support material will be your friend throughout your oral presentation, it can
assure your success and great deployment of information you are presenting to your audience.
It can be your keywords or cues whenever you forget something along the way. And it makes
you more professional and ready-looking standing on the podium and communicating with your
audience with the help of the technology.
FOR YOUR INFORMATION: This needs an internet access, not required.

Here are some other tips you can find to help you in making your visual aid
presentation in near future: 17 tricks to Master Microsoft Power Point.
https://qrgo.page.link/1srq5
CHECKPOINT
Activity. Share one of your experiences when you need technology the most in a particular
situation. Write your own story on the sheet given below
Answer Sheet:

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REFERENCES:
Baruah, T. D. (2012). Effectiveness of Social Media as a tool of communication. Assam: International Journal of
Scientific and Research Publications.
Dresang, J. (1985). Authoritariam Controls and News Media in the Philippines. ISEAS - Yusok Ishak Institute.
Lunenburg, F. C. (2010). Communication: The Process, Barriers, and Improving Effectiveness. Houston.

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UNIT 4: BUSINESS COMMUNICATION
OBJECTIVES:
By the end of this lesson, you should be able to:

 Understand communication and its effect and purpose in times of Digital Age
 Learn to appreciate the impact of Communication on the current society we are living in.
 Understand the role of Social media in today‟s generation and utilize it in purposively.
 Understand and learn communication and technology registers based on audience and
context.
What is Business Writing?
Business Writing is a type of written communication,

usually with standard structure and style. According to the
Capella University, it addresses the needs of specific
audiences and has prose and lists for a particular topic
that concerns business.
They are written for recorded communications and

whenever a personal visit is not possible. Business letters are also called ―paper
representatives‖ since they speak on behalf of the person who wrote and sent them. Since
business letters represent their senders, it is very import for them to leave a lasting positive
impression on reader. It should also serve as an ambassador of goodwill. (Cullen, 2020)
PARTS OF A BUSINESS LETTER

Now that you know what business writing is, you should be familiar with its basic parts.
They are as follow:
 heading
 dateline
 inside address
 salutation
 body of the business letter
 complimentary close
Heading
If your company uses a template that contains your company‘s logo, complete office
address, contact numbers e-mail address, you may simply proceed to the next part which is the
dateline. If your company does not follow a template, typing the heading is necessary. The
heading of a business letter contains information about the sender. The first line of the heading
contains the complete address of your office. The second line contains the name of the city
where your company is located followed by the ZIP code number. The third line contains the
date that is, if there is no template that is prescribed by the company.

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Dateline
Dateline shows the date when the sender wrote the business letter. It appears on a
single line about two to eight lines below the margin on top of the page. The placement of the
dateline depends on the format or style of the business letter that you will write. The American
business letter begins with the month followed by the day and then the year when the letter was
actually typed of dictated.
The British business letter on the otherhand begines with the day, followed by the month
and then the year when the letter was typed or dictated.
In spite of the differences, the widely used format in the Philippines is the one that starts
with the month, day and year. Look at the sample below:
December 1, 2008
Inside Address
The inside is necessary in all letters regardless of its type and format. The inside
address contains the individuals courtesy title and his full name. You should also know his
professional title, the company name and full adress. If you are not sure of a woman‘s courtesy
title, it is safe to use ―Ms.‖
Salutation
Salutation contains the name of the person or office to which you are writing. It is
usually typed two or four lines below the inside address or the attention note. Two spaces is the
most common spacing being used by the senders. The sample below shows how the salutation
looks like.
Body of the Business Letter

The body of the business letter begins two lines below the salutation or subject line
when you are using full-block, semiblock, official style and hanging-indented formats. You will
know these formats in the next lessons.
The body of the letter should be single-spaced. There should be two spaces in between
paragraphs. In cases where the letter is too short, double-spacing can be used within the
paragraphs, using the semiblock style of indentation to indicate new paragraphs.
Complimentary Close and Signature Line

The complimentary close is an indication that you have already stated the main points
of your message. It is usually typed two lines below the last line of the body of the letter. The
first letter of the first word of the complimentary close should be capitalized. The complimentary
close is followed by a comma. Skip from one to three spaces (two on a typewriter), and type in
the signature line, the printed name of the person signing the letter. Sign the name in the space
between the close and the signature line, starting at the left edge of the signature line.
Women may indicate how they wish to be addressed by placing Miss, Mrs., Ms. or
similar title in parentheses before their name. The signature line may include a second line for a
title, if appropriate. The signature should start directly above the first letter of the signature line
in the space between the close and the signature line. Use blue or black ink. (Lotich, 2019)

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Example:
What Are the Optional Parts of a Business Letter?

There are a number of optional parts in a business letter that you might find helpful. They
include:
 Attention line. If the letter is going to a large company, an attention line can provide the
bit of necessary emphasis you need so that the letter goes where it needs to go. Write
―Attention:‖ and then the name of the recipient (for example, ―Attention: Human
Resources‖). The attention line should go two lines below the recipient address.
 Through Line. ―This part appears in the letter if the sender is a subordinate who writes
to a person higher in position than his immediate superior. It is a protocol that
communications should pass through channels.‖
 Subject or reference line. This part can focus the recipient on the letter‘s actual
purpose. Start with a ―Subject:‖ or a ―Re:‖ or write in all caps.
 Enclosures. If there are any enclosures, e.g. leaflets, prospectuses, etc., with the letter,
these may be mentioned in the body of the letter. But many firms in any case write
Enclosure, Enclosures, Enc., or Encl. at the bottom of the letter, and when there are a
number of documents, these are listed. The first letters are capital and the articles are
omitted in the list of the enclosed documents.
 Confidence Notation. The phrase Private and confidential may be written at the head of
a letter or below the inside address, and more importantly on the envelope, in the case
where the letter is intended for the eyes of the named recipient. It should always be
underlined. There are many variations of the phrase – ‗Confidential‘, ‗Strictly confidential‘
– but little difference in meaning between them.
 Copy Notation. The copy notation c.c. (carbon copies) is written, usually at the end of
the letter, when copies are sent to people other than the named recipient. The names of
those who will receive copies of this letter follow the copy notation. Sometimes you will
not want the recipient to know that other people have received copies. In this case, b.c.c.
(blind carbon copies) is written on the copies themselves, though not on the top copy
(the original letter).
 Postscript. The postscript is written at the very bottom of the letter only in the case
when after the letter had been singed something very important happened. We treat
postscripts in the same way as we treat other paragraphs, except that we precede each
postscript by P.S., PS: or PS.
 Typist's initials. If someone else types the letter for you, include your initials in capital
letters and the typist's initials in lowercase letters three lines below your signature.
Separate the sets of initials with a colon (:) or slash (/):
STYLES OF BUSINESS LETTERS
There are three main styles of business letter: block, modified block, and semi-block
styles. Each is written in much the same way, including the same information, but the layout
varies slightly for each one.

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You should pay special attention to the font when typing a business letter. Even if you do
the entire form exactly right and choose the wrong font, it can still make the document look very
unprofessional and even hard to read. Some companies have a preference they would like you
to use. Most of the time, using Times New Roman or Ariel is recommended, with a font size of
12. It is important to keep in mind that if you are working for someone and writing letters on the
company letterhead, you are representing that company. Therefore, it is best to keep personal
innuendos, fluff, and cutesy stuff out of it. (Rockowitz & Rockowitz, n.d)
QUALITIES OF EFFECTIVE BUSINESS LETTERS

When choosing a book to read, you pick the one that interests you the most. You also
prefer the one that satisfies your needs as a reader. Same holds true for the readers of your
business letter. The things that you write should consider the target reader readers. The tone
and choice of words will all call for reactions and feedbacks from people so it is very important
for yu to know the ten requirementers of a good business letter. (Lampert, 2017)
When is a Letter Effective?

 if the letter motivates the desired response on the part of the reader;
 if it carries the objective of the writer:
o to inform
o to influence/to persuade
o to act

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The Six C’s of Business Communication (The Letter Writer’s Creed) (Butt, 2016)
Completeness
 giving all the necessary information to bring the desired response
 leaving no questions in the mind of receiver
 answering all questions
 checking for the 5 Ws and 1 H (who, what, when, where, why, and how)
 giving additional information wherever required
For the following letters, here are some of the most important information that you should
include.
Application Letter
= position applied for
= qualifications (educational attainment, work experience, skills, achievements)
= desired action of the receiver of the letter
Collection Letter
= amount of debt
= date of payment
= interest
= the length of time the debt was incurred
= desired action of the receiver of the letter
Sales Letter
= name of product or service
= description
= price
= benefits for the consumer
= instructions on how to avail the product or service
Example:

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Clearness/Clarity
The foundation of clearness is well-built plan. The clearer the plan and the simpler the
language, the more quickly your message can be understood. Letters filled with a jumble of
scattered facts can do great damage.
Completeness is one of the essentials of clearness, for if an important detail is omitted, the
letter is not clear. Suppose a customer places an order for 200 boxes of apples. But the letter
does not specify which kind the customer has ordered.
Clearness or clarity does not leave the reader asking:

 “What does he mean?”
 “What is he trying to say?”
 “Does he mean this?”
3 factors that contribute to the clearness of writing:

 sentence structure
 punctuation marks
 word choice
 use familiar, simple, up-to-date words
Punctuation Marks
Confusing : Before deciding on a replacement

Mr. Padilla and you have to
consult with the board.
Clear : Before deciding on a replacement,

Mr. Padilla and you have to
consult with the board.

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Punctuation Marks
Confusing : Dr. Mercene is the author of

Today‟s Crises; A New Look at
the Filipino‟s „Bahala na Attitude‟
and The Advertising Empire.
Clear : Dr. Mercene is the author of

Today‟s Crises: A New Look at
the Filipino‟s „Bahala na Attitude‟
and The Advertising Empire.
Sentence Structure
Unclear : We will only be selling these

items in our Cubao branch.
Clear : We will be selling these items

in our Cubao branch only
Sentence Structure
Unclear : The manager passed a

memorandum to his employees of
the personnel department.
Clear : The personnel manager passed a

Memorandum to his employees.
Sentence Structure
Unclear : The people are always willing to

follow their leaders as long as
they set the example.
Clear : The people are always willing to

follow their leaders as long as
the latter (or the leaders) set the
example.

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Example:
Concreteness
Communicating concretely means being specific and vivid rather than being vague and
general.
How to achieve concreteness in business communication:
a. Use specific facts and figures
Vague/general/indefinite: This computer reproduces invitation letters fast. Our products have
won several prizes.
Definite/convincing: This computer types 1ooo personalized invitation letters in an hour. Sony
TV has won first prize in four national contests during the past three years.
The Specific Words
Use vivid, specific words to focus descriptions, relate actions, and convey meanings exactly.
General: The batter pleased the crowd with a hit that won the game.
Specific: The batter lifted thousands from their seats with a game-winning double.
General: The leader vowed to win against the enemy.
Specific: The admiral vowed to seize the enemy‘s flagship.
The Action Words
Use action verbs in the active voice whenever possible to make statements precise and lively.
Linking verb: Steve‘s costume was frightening to the children.
Action verb: Steve‘s costume frightened the children.
Linking verbs: The judges were certain that Alvin was the winner of the race.
Action verbs: The judges declared that Alvin won the race.

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Checkpoint
Activity: Change the following sentence into more concise and precise sentence.
 We have your recent letter.
 You can depend on us to deliver your order quickly.
 The applicant is well-educated.
 He went to the bookstore which is located at a short distance.
 Damage from the typhoon was significant.
 He will need several new pieces of equipment soon.
 Prices last year were excessive.
Conciseness
A good letter fuses completeness and conciseness. Conciseness prunes the message to
the logical minimum, completeness guarantees that the message will be transmitted in full.
A. (Wordy-47 words): I wish each and every person who receives this notice and has a
suggestion to make states what he has to say on the enclosed card, sign it and drop it in the
mail at once so that I may know his opinion as soon as possible.
B. (Concise-12 words): Please write your suggestions on the enclosed card and mail it
immediately.
Points to consider in achieving conciseness:

1. Use single-word substitutes instead of phrases whenever possible without changing
meanings.
2. Use only essential words to get the message across to the reader. Do not use
unnecessary expression and ideas and obvious ideas.
3. Omit ―which‖ and ―that‖ clauses whenever possible.
4. Eliminate unnecessary prepositional phrases, determiners, and modifiers.
5. Do not commit redundancy.

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meanings.
Wordy
Three days ago, you asked us to investigate the problem of discomfort among your
office workers. We have found out that too low humidity is apparently the main cause of your
problem. Your building is steam-heated: therefore, your solution is to...
Concise
Too low humidity is apparently the cause of your workers‘ discomfort. Since your
building is steam-heated, your solution is to…

meanings.

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meanings.

meanings.

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CHECKPOINT
Activity
Instructions: Eliminate redundancies and other errors in the following sentences:
1. The letter is being returned back for your signature.

2. Each and everyone of you will receive a bonus.
3. Be kind enough to present full and complete true facts of what happened.
4. In reference to your work that has not been finished as of this date, please be reminded
of your contract with us.
Example:
Dear Mr. Japsay:
I am of the opinion that in the event a conflagration of such magnitude as the one which
was traumatically and disturbingly experienced by the people of Pasay City recently when they
celebrated their annual fiesta occurs adjacent to our office, we must of necessity advise our
workers not to easily or immediately panic but to be calm and composed and to search for the
fire exits which are very conspicuous.
Dear Mr. Japsay:
I think that if a fire as big as what took place in Pasay City the other day happens near
our office, we must tell our workers to look for the fire exits calmly.
Correctness
This quality of effective business letter writing includes not only the use of proper
grammar, punctuation and spelling, but also the appropriate level of language. Correctness also
refers to the use of accurate facts, words, and figures in your business messages.
How to achieve correctness in business communication:

a. Use the appropriate level of language.
Words that are very unfamiliar and/or technical must be avoided.
Informal Expressions Formal

Expect anticipate
Find out ascertain
Fire conflagration
Building edifice
Get procure
Use utilize
b. Include only accurate facts, words and figures
c. Use words effectively
The Action Words

Use action verbs in the active voice whenever possible to make statements precise and
lively.

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LINKING VERB: Steve‘s costume was frightening to the children.

ACTION VERB: Steve‘s costume frightened the children.
LINKING VERBS: The judges were certain that Alvin was the winner of the race.
ACTION VERBS: The judges declared that Alvin won the race.
Sentences may be improved by using verbs that convey strong action. For instance, in
some noun/verb constructions, the verb and the second noun can be replaced by a single more
vivid verb, as in the following examples:
NOUN/VERB/NOUN: Baron Von Steuben led the Continental Army in drills at Valley Forge.
Baron Von Steuben drilled the Continental Army at Valley Forge.
NOUN/VERB/NOUN: Heavy rains caused a flood in our basement.
REVISED: Heavy rains flooded our basement.
NOUN/VERB/NOUN: The newspaper gave its endorsement to the incumbent.
NOUN/VERB/NOUN: The newspaper endorsed the incumbent.
Use the active voice to make statements more vivid and forceful. Active voice allows the
subject of the sentence performs an action. Conversely, the subject of the sentence written in
passive voice has an action performed on it. Frequently, a change from passive to active voice
will increase the impact of your sentence.
Passive: The new driving test was failed nine times out of ten.
Active: Nine out of ten people failed this new driving test.
Passive: The sunshine was filtered by the fog.
Active: The fog filtered the sunshine.
The Specific Words

Use vivid, specific words to focus descriptions, relate actions, and convey meanings
exactly.
General: The batter pleased the crowd with a hit that won the game.
Specific: The batter lifted thousands from their seats with a game-winning double.
General: The leader vowed to win against the enemy.
Specific: The admiral vowed to seize the enemy‘s flagship.
The Right Connotations

Some words like synonyms have literal meanings or denotations; however, they often
have very different shades of meaning or emotional associations called connotations. For
instance, the words pleased and ecstatic both denote strong pleasure, yet their connotations are
different. You might use pleased to describe happiness or some kind of satisfaction, but you
would probably choose ecstatic to suggest an even more intense and profound feeling, an
emotion closer to joy. Choose words with the best connotations for your ideas.
FAVORABLE, ADMIRING: He is a steadfast man, and nothing can budge him.

STILL POSITIVE, BUT MOVING TOWARD NEUTRALITY: He is a strong-willed man,
and nothing can budge him.
MORE NEGATIVE, SUGGESTING UNREASONABLENESS: He is an obstinate man, and
nothing can budge him.
VERY NEGATIVE, SUGGESTING RIDICULE: He is a pigheaded man, and nothing can
budge him.

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The Clichés
Avoid worn-out words or expressions; replace them with fresh, direct ones.
CLICHÉ: Getting the lead in the play put Roberto in cloud nine.
REVISED: Getting the lead in the play exhilarated Roberto.
GRAMMARLY
Grammarly is a writing tool that helps you check for several types of errors.
 Grammar and punctuation

It detects grammar and punctuation mistakes – basic to advanced. It also provides real-
time suggestions and guidelines on how to correct these mistakes.
 Spell Check
It‘s also a robust spell check tool that keeps your writing mistake-free.
 Plagiarism
Grammarly detects plagiarism, by comparing your writing to billions of web pages across
the web.
 Writing Style
It will also help you self-edit your work by providing real-time insights about your
readability score, sentence-length and so on. This is extremely helpful for adapting your
genre-specific writing style for a particular audience.
Who is Grammarly Good For?
Grammarly is useful for both native English speakers and those who don‘t write in the
English language that often. People who use Grammarly include:
 Bloggers
 Content marketers and copywriters
 Authors
 Academics
 Any business professional who wants to draft an accurate report, presentation, email or
social media post.
 Students

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For new writers and professional writers, this grammar checker acts as another line of
defence, even if they are native English speakers. Plus Grammarly offers settings specific to
Canadian English, American English, British English, Australian English and more.
You can use it to make sure your book, article or blog post is accurate and easy to read.
The premium version is also useful for students who may have a batch of work they want to
check. You can take out a subscription for a month, check your work and then cancel if you
need to. That said, be careful to check that you‘re not violating any rules and regulations set by
your university or school.
How Grammarly Works

Once you create a Grammarly account for free, take a tour of the Grammarly editor,
which was updated recently. Grammarly is a great grammar checker, here is the Grammarly
Dashboard. It provides you with helpful suggestions on your writing quickly, making your writing
clear and precise.
Using the Tool

There are several ways to use the Grammarly software to review your work, and you
don‘t need any technical know-how to do it. Here are the most common ones:
Option 1
Copy and paste your entire article, book or extracts of your writing into Grammarly for
proofreading, grammar checking and for a spell check.
Option 2
By clicking on ‗Import,‘ you can also upload a Microsoft Word document into Grammarly.

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Option 3
You can actually use Grammarly as your primary writing app, by writing directly in the tool. As
you type, Grammarly will automatically start pointing out errors. Once you click on the ―Correct
with Assistant‖ button, Grammarly will show you the errors.
Using the Grammarly chrome extension

Option 4
Windows users can also install a Grammarly plugin on MS Word, which will help you detect
errors as you write. This plugin isn‘t available for MS Word in Macbooks. (Grammarly, n.d)

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Coherence
Coherence describes the way anything, such as an argument (or part of an argument)
―hangs together.‖ If something has coherence, its parts are well-connected and all heading in
the same direction. Without coherence, a discussion may not make sense or may be difficult for
the audience to follow. It‘s an extremely important quality of formal writing.
Coherence is relevant to every level of organization, from the sentence level up to the
complete argument. However, we‘ll be focused on the paragraph level in this article. That‘s
because:
1. Sentence-level coherence is a matter of grammar, and it would take too long to explain
all the features of coherent grammar.
2. Most people can already write a fairly coherent sentence, even if their grammar is not
perfect.
3. When you write coherent paragraphs, the argument as a whole will usually seem
coherent to your readers.
Although coherence is primarily a feature of arguments, you may also hear people talk
about the ―coherence‖ of a story, poem, etc. However, in this context the term
is extremely vague, so we‘ll focus on formal essays for the sake of simplicity.
Coherence is, in the end, a matter of perception. This means it‘s a completely subjective
judgement. A piece of writing is coherent if and only if the reader thinks it is.

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3-Paragraph Approach in Writing Business Letters

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Thirdy Japsay
Courtesy
Not one of the qualities of a personality that engendered goodwill and friendliness than
does courtesy. Goodwill is the decision of the customer to return to the place where he has
been well served.
Ralph Waldo Emerson writes that life is short but there is always time for courtesy. A
great man once said, ―I do not know of a more certain key to success than courtesy. It will carry
you further in this world and cost you less than any other single quality you could possess. If I
could talk in thirty languages, I would preach courtesy in all of them.‖
Courtesy is often secured by avoiding words and ideas that offend the reader. Courtesy
is far more than generous use of words Please and Thank you.
A sincere ―YOU ATTITUDE‖ aids in maintaining courtesy.
How to achieve courtesy in business communication:
a. Be sincerely thoughtful, tactful and appreciative.
Tactful : If I had understood your letter, I would have answered it at once.

Tactless : I cannot understand your letter.
Tactful : We are surprised that you are not satisfied with our adjustment of your
complaint.
Tactless : We are sorry that you were not completely satisfied with the quality of the last
shipment of men‘s shirt that we sent you on May 5.
Tactless : We do not consider that the present condition of your business warrants our
giving you a credit. Of course, we shall accept your orders on cash basis.
Tactless : We appreciate your order and we want your business. We believe, however,
that at present, you should not stock up so heavily. It would be better if you place a smaller
order. You can take advantage of our cash discount.

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b. Omit expressions that irritate, hurt or belittle. Avoid irritating expressions such as:
contrary to your inference irresponsible
delinquency why have you ignored
I do not agree with you your neglect
I am sure you realize your stubborn attitude
c. Grant requests if needed: should you apologize, do so good naturedly. Whenever you
send messages to your customers, begin your letter with the best news in a courteous,
ungrudging tone.
Grudging : Your request to change monthly payments causes a great deal of extra
paperwork. Anyway, we will try to find out how we can possibly comply with it. Only, it would
take time before we can do this.
Good-natured : As you requested, we will send you the latest copy of your statement of account
with all the necessary changes.
How to Write an Application Letter

Occasionally, employers prefer to receive an application letter for an open position instead of a
resume and cover letter. You may use this letter when you‘re applying for a job where your personality
is especially important to the role. An application letter reflects more details about you as an individual,
while a resume outlines your professional skills and experience more. In this article, we explain how to
write an effective and engaging job application letter.
What is a job application letter?

An application letter is a standalone document you submit to a potential employer to
express your interest in an open position. The job application letter explains who you are as a
professional and an individual. The letter should highlight your achievements and skills, helping
to get the attention of the hiring manager or recruiter responsible for reviewing applications.
When written well, this letter explains to the reader why they should ask you in for an interview
and highlights the key qualifications that make you a fit for the role.

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A job application letter can impress a potential employer and set you apart from other
applicants. In your letter, you may also want to show your familiarity with the company to which
you‘re applying. You can talk about how your professional goals and aspirations align with the
company‘s goals. It‘s important to use your job application letter to showcase aspects of your
personality.
How to write an application letter

When writing an application letter for a job, follow these steps to make sure you include
information about yourself and your professional experience that will appeal to a hiring
manager:
1. Review information about the company and position
2. Use a professional format
3. Create the heading
4. Address the letter to the hiring manager
5. Open the letter by describing your interest
6. Outline your experience and qualifications
7. Include aspects of your personality
8. Express appreciation
9. Close the letter
1. Review information about the company and position

It‘s best to write a new application letter for each position you‘re applying for, so you can
include pertinent details and show your interest in the particular open role. Spend some time
reviewing the company information, which you can likely find on the website, as well as the
position listing. Compare your qualifications and experience with the list of skills in that posting.
You may also want to think about specific experiences that have prepared you for the role, such
as leading a team or managing a major event.
2. Use a professional format

A job application letter should be more professional than a thank-you card or an email to
a co-worker or friend. The alignment of the document should include single spacing, one-inch
margins and left alignment. It‘s best to use a professional and traditional font, such as Times
New Roman, in a size from 10 to 12 points. Try to keep your job application letter to one page.
When a hiring manager reviews your job application letter, they will get their first impression of
you as a potential employee, so take time to format it professionally and keep it concise.
3. Create the heading

Use a formal business heading for your job application letter. The heading should
include your name and contact information, the date and the company name and address. If you
send your job application letter via email, you can eliminate your name and contact information
from the header and put it at the bottom of the email after the signature instead.
Example header:
Your name
Your physical address
Your phone number
Your email address
Date
Name of hiring manager or supervisor


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Title of hiring manager or supervisor

Company name
Company physical address
By including a professional and detailed heading, you can make it easier for the hiring manager
to follow up with you regarding the position.
4. Address the letter to the hiring manager

In your research, try to find the name of the person reviewing applications for the job.
Address your letter to this person with a common business greeting, such as ―Dear Mr./Ms.‖ and
their last name. If you‘re not sure of the name or gender of the individual reviewing your
application, you can use the generic ―To Whom It May Concern‖ or ―Dear Hiring Manager.‖
5. Open the letter by describing your interest

In the first paragraph of your letter, mention the job title for which you‘re applying and
where you saw the position posting. Include your interest in the role and briefly state the main
experience or qualification you have that makes you a good fit. This is the section that will draw
in the hiring manager as the reader of your application letter, so it is important to appeal to that
person quickly and succinctly.
Example: “I saw the posting for the Marketing Intern role on my university‟s online job board and
I am very interested in the role. I am in my final year of earning my bachelor‟s degree in
marketing with a minor in communications, so I feel my educational experience has prepared
me to work in a fast-paced marketing department like the one within your organization.”
6. Outline your experience and qualifications

The next few paragraphs of your letter should highlight your experience, qualifications
and skills, positioned in a way that aligns with the company‘s goals and mission. For example, if
you are applying for a job with a non-profit organization that provides educational opportunities
to underserved community members, you could talk about your experience with non-profit
organizations or educational offerings. Since a job application letter should stand on its own
without a resume, it‘s helpful to include details about your experience that relate to the position
to which you‘re applying.
7. Include aspects of your personality

As you‘re writing your job application letter, consider how you can incorporate aspects of
your personality. A friendly and engaging letter is likely to appeal to the reader, especially when
they can get an idea of how well you might fit with the team.
For example, in the situation mentioned above, explain in your letter you are good at connecting
with children or how you value community spirit.
8. Express appreciation
Before you sign off on your letter, express your appreciation to the hiring manager for
reviewing your letter and considering you for the position. The hiring manager is taking time out
of their day to read what you have written, so expressing your gratitude for that time spent is a
polite and professional way to close the document.
Example: “I appreciate the time you have taken to review my application letter. Since you likely
received a number of applications and letters for this open position, I am extremely grateful for
the time you have spent reading about me and what would make me a good fit for this role.”
9. Close the letter

Many people use ―Sincerely‖ or ―Best‖ to close the letter, although any professional sign-
off is fine to include. The final line of the letter should be your full name. If you submit a hard

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copy of the letter, include your signature above your typed name. When submitting an
application letter via email, you should include your contact information beneath your name,
rather than including it in the header.
Sending a job application letter

The format of your job application letter will depend on how you are sending it to the
hiring manager or supervisor. If you plan to email the application letter, the formatting will differ
from a printed, mailed letter. Your contact information should be at the bottom of an email,
beneath your typed full name.
When emailing a job application letter, it is also important to consider what subject line to
use to make sure the hiring manager opens the email and reads your letter. When scanning
their inbox, the hiring manager will see the subject line you included first, along with your name
and email address. The decision to read or delete an email ultimately depends on what subject
line you choose which means it is your chance to make a first impression.
The best subject lines are professional, polite, relevant and concise. When sending a job
application email, it is important to include the title of the job into which you are inquiring or for
which you are applying. Making your subject line specific also helps the reader categorize the
email properly and respond accordingly. Review your subject line to make sure it is free of any
errors. (Indeed.com, 2020)

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How to Write a Resume

Writing a resume is already quite a challenge, what more if you're looking to apply
to fresh grad jobs, and you only have your education to work with? This has been a
frustration for fresh grads for the longest time. And even if you feel like you're qualified for the
job, your resume will still be the first thing that introduces you to your potential employers before
they call for an interview. So before you submit it to HR, click send, or upload it to job portals,
make sure it's strong enough to impress the recruiters, even with the little work experience you
have. Where do we begin?
1. Name and contact information

Of course, your resume should have your name, location, and contact information
(landline/mobile number, email address) at the top of the document. Also, if you have a online
portfolio or a professional profile, you could include the link to that website in this portion.
2. Career objective
As a fresh graduate with very little experience, your objective is an important section of the
resume. Its main purpose is to get the immediate attention of the recruiter. However, this part
should be short and concise and should emphasize what skills, knowledge, and abilities you
have that will help the company achieve its goals. Remember, every company has different
goals, so your objective should be tailored fit for every job application you're applying for. Divide
your paragraph in three short sentences:
 Mention your degree and years of work experience (if you have any)
 Describe your strongest provable traits
 Emphasize your abilities that will help in achieving company goals
3. Education
While most professional resumes continue with work experience, a college graduate's
resume should begin with your highest educational attainment. Recruiters first check if
a candidate meets the certain job requirements, and such requirements may often be your
degree. Begin with the most recent academic qualification coming first, and earliest ones last.
Mention your GPA to strengthen the chances of getting noticed. Include only your relevant
educational attainment (college degree, masters, and/or short-courses).
4. Work experience
You might be wondering why this section exists in an article that clearly states to having
no work experience. Well, your internships, part-time jobs, or volunteer experiences are already
work experiences and have been crucial to you as you‘ve developed professionally. This is
where you place them. Write down the most recent job on your list down to the earliest. Mention
the company, your position, how long you rendered in that job. The important key here is
mentioning the details, so highlight your responsibilities, and what you've achieved during your
stay there.
5. Skills and Knowledge

This section should be a bulleted listing of your skills and knowledge that supports the
achievements highlighted in the experience section.
Other sections you may want to include:
These are the basic necessities you need to include in your resume, however, do not
limit yourselves with just this. You may add other sections such as Awards, Leadership
Activities, Educational Honors, Certifications, and Professional Licenses if you have any.
(Kalibrr, 2016)
Resume Objective Examples and Writing Tips

Some job seekers choose to include a resume objective in their resumes. A resume
objective states your career goals. It can be as simple as stating your desired job title, or it can

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show where you have been and where you hope to go in your career. When should you use an
objective, and when can you exclude it from your resume?
Some people say that objectives are no longer necessary in a resume—at best, they are
unnecessary, and at worst, they are outdated. 1 However, a resume objective that focuses on
your skills and abilities can actually enhance your resume by convincing employers that you
know what you want to do and that you have the skills needed for the job.
What is a Resume Objective?

A resume objective is a statement of your goals for employment, usually listed at the top
of your resume. A resume objective is typically one or two sentences long.
When to Use a Resume Objective

Again, some career experts find resume objectives outdated, others say they are
valuable. However, there are times when a resume objective can be very useful. Whenever you
want to emphasize that you are ambitious, that you know what you want in a career, or that you
have the skills for the specific job, you could benefit from a resume objective.
A resume objective can explain why you are qualified for the job, even if you do not have
a lot of related experience. An objective can be particularly helpful when you are changing
careers.
Match Your Objective to the Job

The most effective objective is one that is tailored to the job you are applying for. It
states what kind of career you are seeking, and what skills and experiences you have that make
you ideal for that career. A resume objective might also include where you have been and
where you want to go in your career.

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For example, it might state some of your past accomplishments, and then move on to the kinds
of accomplishments you hope to achieve in the future (ideally, accomplishments you want to
achieve for the company you are applying to).
Ultimately, stating an objective is optional, but it can help convince employers that you
know what you want and are familiar with the industry.
How to Write a Strong Resume Objective

If you include an objective in your resume, it's important to customize the resume
objective to match the position you are applying for.
Be Specific
The more specific you are, the better chance you have of being considered for the job
you are interested in. It is a good idea to write a new resume objective for each job you apply
for.
Use Keywords
Another effective strategy is to include keywords from the job listing in your resume
objective. Not only can this increase the chances of your resume getting picked up by a
company‘s applicant tracking system; it can also emphasize how your qualifications align with
the job listing.
Make a Match
You should also only state career goals that are feasible within the company. For
example, if you ultimately want to become a managing editor at a magazine, but you are
applying for a job at a newspaper, do not state this. Focus on how you want to grow within the
company.
Focus on How You Can Add Value

One of the dangers of a resume objective is that you can focus too much on what you
want in your career, and not enough on how you will add value to the company. Therefore, while
your resume objective should include information on the career that you want, you also want to
explain why you are an ideal candidate for the job.
Briefly include any information that highlights your experience, including your years in
the industry, your particular skill set, and any other qualifications. Include examples of ways you
could add value or even improve the company.
For example, mention your ten years‘ experience of successfully reducing budgets, and state
that you want to apply these skills to the organization's budget.
Resume Objective Examples
 Seeking a position at XYZ Company where I can maximize my 10+ years of
management, quality assurance, program development, and training experience.
 Seeking a position as a clinical practice assistant for a health maintenance organization,
utilizing my award-winning writing, research, and leadership skills.
 Elementary education teacher looking for a position at a small independent school,
where I can apply my five years of teaching experience and my curriculum development
skills.
 Customer service manager seeking an opportunity to use my customer service and
management skills to improve customer satisfaction.
 Looking for a position where I can integrate strategies to develop and expand existing
customer sales, brand and product evolution, and media endorsement.
 Search engine optimization position where I can use my SEO skills and experience to
increase site traffic and search engine placement, applying my 15 years of IT
experience.

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 To obtain a position that will enable me to use my strong organizational skills, award-
winning educational background, and ability to work well with people. (Doyle, 2020)
Points to Remember:
 Don‘t claim any still you don‘t have.
 Define or specify what skill you have.
 Don‘t copy other people‘s objective.
 You sometimes use online resume maker to create your resume like:
o LinkedIn
o Resume.com
o CVMaker
o CakeResume
o novuresume
Final Requirements:
1. You are tasked to write a letter inviting a key speaker in a seminar for your organization.
2. Write an excuse letter for your teacher.
3. Write a lost I.D replacement letter.
4. Create an application letter
5. Write a comprehensive resume
COURSE GRADING SYSTEM

Class Standing 70%
 Quizzes
 Projects/Assignments/Seatwork/Special Report
Midterm / Final Examination 30%
100%
Midterm Grade + Final Term Grade = FINAL GRADE

2
References
Baruah, T. D. (2012). Effectiveness of Social Media as a tool of communication. Assam:
International Journal of Scientific and Research Publications.
Butt, S. (2016, September 8). Acknowledge The 6 C‟s Of an Effective Business Communication.
Retrieved August 2020, from Mars Translation:
https://www.marstranslation.com/blog/acknowledge-the-6-cs-of-an-effective-business-
communication
Cullen, M. (2020, June 19). What is Business Writing? [A Simple Definition]. Retrieved August
16, 2020, from Instructional Solutions:
https://www.instructionalsolutions.com/blog/business-writing-simple-definition
Doyle, A. (2020, June 17). Resume Objective Examples and Writing Tips. Retrieved August
2020, from The Balance Careers: https://www.thebalancecareers.com/resume-objective-
examples-and-writing-tips-2063595
Dresang, J. (1985). Authoritariam Controls and News Media in the Philippines. ISEAS - Yusok
Ishak Institute.
Grammarly. (n.d). How does Grammarly for MS Office work? Retrieved August 2020, from
Grammarly Support: https://support.grammarly.com/hc/en-us/articles/115000091672-
How-does-Grammarly-for-MS-Office-work-

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Indeed.com. (2020, May 27). How to Write an Application Letter (With Examples). Retrieved
August 2020, from Indeed.com: https://www.indeed.com/career-advice/finding-a-
job/how-to-write-an-application-letter-for-a-job
Kalibrr. (2016, May 30). How to Write a Fresh Graduate Resume With No Work Experience.
Retrieved August 2020, from Kalibrr: https://www.kalibrr.com/advice/2016/05/how-to-
write-fresh-grad-resume-no-experience
Lampert, L. (2017, September 26). The Qualities of Effective Business Letters. Retrieved
August 2020, from Bizfluent: https://bizfluent.com/info-8370483-qualities-effective-
business-letters.html
Lotich, P. (2019, June 19). What are the Seven Parts of a Business Letter? Retrieved August
16, 2020, from Thriving Small Business: https://thethrivingsmallbusiness.com/what-are-
the-seven-parts-of-a-business-letter/
Lunenburg, F. C. (2010). Communication: The Process, Barriers, and Improving Effectiveness.
Houston.
Rockowitz, D. M., & Rockowitz, A. C. (n.d). BUSINESS AND PROFESSIONAL WRITING
Writing a Business Letter. New York.

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GEED 10063 Purposive Communication Regular physical

Studocu is not sponsored or endorsed by any college or university

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CORE S UB JE CT DE S CRIP TION

Purposive communication is about writing, speaking,

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FOR STUDENTS WITH INTERNET CONNECTIVITY, you are tasked to

FOR STUDENTS WHO DO NOT HAVE INTERNET CONNECTIVITY AND

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viii GENERAL INSTRUCTIONS TO STUDENTS

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Purposive Communication Compiled By: Mariano, Concepcion, Japsay 1

Unit 1: COMMUNICATION AND ITS ELEMENTS

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2 Compiled by: Mariano, Concepcion, Japsay Purposive Communication

Let‘s define what communication is, according to Wood (2004), communication is a

4. Communication involves MEANING

Adjust the Climate

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Purposive Communication Compiled By: Mariano, Concepcion, Japsay 3

Choose Your Channel

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4 Compiled by: Mariano, Concepcion, Japsay Purposive Communication

Know Your Nonverbals

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6 Compiled by: Mariano, Concepcion, Japsay Purposive Communication

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Purposive Communication Compiled By: Mariano, Concepcion, Japsay 7

STRATEGIES FOR EFFECTIVE COMMUNICATION

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8 Compiled by: Mariano, Concepcion, Japsay Purposive Communication

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UNIT 2: COMMUNICATION IN MULTICULTURAL SETTINGS

COMMUNICATION IN INTERCULTURAL DOMAINS

In addition to that statement, it is also referring to the complex collection of knowledge

Other scholar, like Gydykunst (2003), intercultural communication refers to

For Sipacio-Balgos (2016), this scholar sees the intercultural communication as

Characteristics of Competent Intercultural Communicators

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Purposive Communication Compiled By: Mariano, Concepcion, Japsay 11

 Flexibility and the ability to tolerate high levels of uncertainty.

 Ability to engage in divergent thinking (or thinking outside-the-box) and systems-

 Avoid being stereotypes (or generalizing people) about a certain group of

 Do not talk down on younger people and the elderly.

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12 Compiled by: Mariano, Concepcion, Japsay Purposive Communication

Language barrier in China is one

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Purposive Communication Compiled By: Mariano, Concepcion, Japsay 13

The concept of face must also be

They use less gestures and most of the

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