MODULE I

UNDERSTANDING 21ST CENTURY COMMUNICATION

Learning Outcomes:
In this Module, you are expected to:
• demonstrate mastery in elucidating the nature, elements, and functions of
verbal and non-verbal communication in various and multicultural contexts;
• manifest expertise in explicating how cultural and global issues after
communication; and
• respond through written or oral communication to the challenges of diverse
and multicultural communication.

Introduction:

This module consists of five lessons focusing on understanding the 21st

Century Communication. It details communication processes, principles, and
ethics; communication and globalization; local and global communication in
multicultural settings; varieties and registers of spoken and written language;
and evaluating messages and/or images of different types of texts reflecting
different cultures.

LESSON 1 Communication Processes, Principles, and Ethics

Objectives:
In this Lesson, you are expected to:
• Explain the principles and process of communication and the ethical
considerations in communication;
• Elucidate how communication skills help resolve problems, better understand
new concepts and aid in your profession; and
• Frame a slogan about how the knowledge of the communication process
aids people in communicating effectively.

ACTIVITY

Task 1: Watch this short video presentation and observe how the
communication process happens.

Video link: https://youtu.be/c_W6SX6SLdg

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ANALYSIS

How do you describe the communication process in

the video?

Was the communication process

successful?

Why do people communicate?

What might happen to the world if

communication does not exist?

Why do miscommunications and

misunderstandings happen?

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 ABSTRACTION

Communication is inevitable. Our need for self-expression leads us to

communication not only our thoughts but also our feelings. Communication
may be done verbally or non-verbally. A simple yawn from a member of the
audience in a public speaking engagement is a non-verbal message sent to
the speaker. On the other hand, a phone call inquiring about a certain
product is an example of a verbal message.

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

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

The Components of the Communication Process

Understanding the communication process may help you become a

better communicator.

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

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

3. Channel
The channel is the means by which a message is conveyed. When we
answer a phone call, the phone is the channel. On the other hand, when
your parents receive a notification of your absences from school, the
channel is a letter. It is the responsibility of both the sender and the
receiver to choose the best channel for the interaction.

4. Receiver
The receiver is the person who receives the transmitted message.
The receiver may be a part of an audience in a public speaking event, a
reader of a letter or a driver who reads road signs. The receiver is expected
to listen or read carefully, to be aware of different kinds of sender to jot
down information when needed, to provide response and to ask questions
for clarification. 3
 5. Feedback
• In any communication scenario, a feedback is essential to confirm
recipient understanding. Feedback, like messages, are expressed in
varied forms. A simple nod for a question of verification is considered a
feedback. Thus, feedbacks may be written, spoken or acted out.

6. Environment
• The place, the feeling, the mood, the mindset and the condition of both
sender and receiver are called the environment. The environment may
involve the physical set-up of a location where communication takes
place, the space occupied by both the sender and the receiver, including
the objects surrounding the sender and receiver.

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

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

Kinds of Interference

a. Psychological barriers are thoughts that hamper the message to be

interpreted correctly by the receiver.

b. Physical barriers include competing stimulus, weather and climate,

health and ignorance of the medium.

c. Linguistic and cultural barriers pertain to the language and its

cultural environment. Words may mean another in different cultures.

d. Mechanical barriers are those raised by the channels employed for

interpersonal, group or mass communication. These include
cellphones, laptops and other gadgets used in communication.

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 The Nine Principles of Effective Communication
Michael Osborn (2009) claims that communication must meet certain
standards for effective communication to take place.
1. Clarity
Clarity makes speeches understandable. Fuzzy language is
absolutely forbidden, as are jargons, cliché expressions, euphemisms and
doublespeak language.

2. Concreteness
Concreteness reduces misunderstandings. Messages must be
supported by facts such as research data, statistics or figures. To achieve
concreteness, abstract words must be avoided.

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

4. Correctness
Glaring mistakes in grammar obscures the meaning of a sentence.
Also, the misuse of language can damage your credibility.

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

6. Creativity
Creativity in communication means having the ability to craft
interesting messages in terms of sentence structure and word choice.

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

8. Cultural Sensitivity
Today, with the increasing emphasis on empowering diverse cultures,
lifestyles, and races and the pursuit for gender equality, cultural sensitivity
becomes an important standard for effective communication.

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

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 Ethical Considerations in Communication

Ethics is a branch of philosophy that focuses on issues of right and

wrong in human affairs.

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

APPLICATION

Direction: Illustrate the communication process through a diagram, and

identify possible communication blocks in the following situations:

a. A written letter of complaint

b. Interaction between a nurse and a patient in pain
c. Songs with figurative language

ASSESSMENT

1. List various channels through which personnel of your university

connect with you. Which channel(s) do you find most effective? Why?

2. Through a slogan, state how the knowledge of the communication

process aids people in communicating effectively.

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 LESSON 2 Communication and Globalization

Objectives:
In this Lesson, you are expected to:
• Write a reaction paper on communication challenges in a global
atmosphere and methods for effective and ethical global communication;
and
• Create a two-minute informative video about communication and
globalization.

ACTIVITY

Putting Things in the Right Perspective

Consider the image below and answer the questions that follow.

ANALYSIS

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

___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________

2. What do you think has contributed to the easy access and exchange of
information these days? Why?
___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________

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 ABSTRACTION

Globalization is the communication and assimilation among

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

Globalization is not a new process or concept. Years before the

advent of technology, people had been purchasing and selling each other
properties, goods and other objects of certain value.

Communication has since been increasingly global, blurring

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

People’s background and experiences influence their view of the

world and the values, beliefs and behavior patterns assumed to be
good. The following are possible cultural barriers to effective
communication in a global environment:

1. Cultural relativism
2. Lack of knowledge of others’ culture
3. Discrimination and harassment
4. Language differences

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

1. Review communication principles.

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

APPLICATION

Watch the video “Wiring a Web for Global Good”

(https://www.youtube.com/watch?v=y7rrJAC84FA). Study the speech. In a
form of a reaction paper, answer the following questions:

a. What global issues have emerged because of miscommunication?

b. How can effective communication and language use contribute to the
creation of a truly global society?

ASSESSMENT

Based on the discussion on communication and globalization, create a

two-minute informative video focusing on the following:

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

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 LESSON 3 Local and Global Communication in Multicultural
Settings

Objectives:
In this Lesson, you are expected to:
• Cite examples on how to enhance one’s ability to communicate with
people from diverse cultures; and
• Create a three-to four-minute presentation about various cultural modes
of communication of a certain country.

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

▪ I am interested in interacting with people who are both like me and

different from me.
▪ I am sensitive to the concerns of all minority and majority groups in our
multicultural country.
▪ I can sense when persons from other cultures seem not to understand
me or get confused by my actions.
▪ I have no fear communicating with persons from both minor and major
cultural groups.
▪ People from other cultures may get angry with my cultural affiliates.
▪ I deal with conflicts with people from other cultures depending on the
situation and their cultural background.
▪ My culture is inferior to other cultures.
▪ I can manage my behavior when dealing with people of different
cultures.
▪ I show respect to the diverse communication practices of other people.
Note: The more number of agreements you have indicates the more
prepared you are in expanding your communication arena by welcoming
people from different cultures.

ANALYSIS

Based on the results of your self-assessment, how can you help

others to become ready in embracing cultural diversity? Explain your
answer.
__________________________________________________________
__________________________________________________________
__________________________________________________________

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 ABSTRACTION

Living in a globalized world, you encounter people with diverse

cultural backgrounds. Such interactions occur in social, educational,
political and commercial settings. Hence, in today’s era of increased global
communication, it is imperative to understand intercultural communication
for us to enhance our intercultural awareness and competence.
Intercultural competence is essential for us to live harmoniously despite
our differences in culture.

Intercultural communication refers to interaction with people from

diverse cultures (Jandt, 1998).

Forma of Intercultural Communication (Jandt, 1988)

1. Interracial communication – communicating with people from different
races.
2. International communication – communicating between
representatives from different nations.
3. Intercultural communication – interacting with members of the same
racial or ethnic group or co-culture.

According to Gamble and Gamble (2008), communication style

among cultures differs; it may be high-context or low-context
communication.
High-context communication
is a tradition-linked communication system which adheres strongly to
being indirect. Low-context communication is a system that works on
straightforward communication.

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 Improving Intercultural Communication Competence

The following guidelines may help you enhance your ability to

communicate effectively across cultures (Gamble and Gamble, 2008).

1. Recognize the validity and differences of communication styles among

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

APPLICATION

Direction: Read the following statements below and answer it based on

the given task.

1. “Human beings draw close to one another by their common nature, but
habits and customs keep them apart.” (Confucius)
*Do you agree or disagree? Give concrete situations to support your
stand.
___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________

2. Identify a country where the graduates of your program or field of

specialization are in demand. Research on the various cultures modes of
communication that a newly hired employee in that country should
remember. Based on your research, prepare a three- to four-minute
presentation.
___________________________________________________________
___________________________________________________________
___________________________________________________________

ASSESSMENT

In what specific ways can you enhance your ability to communicate

with people from diverse cultures?
___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________

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 LESSON 4 Varieties and Registers of Spoken and Written
Language

Objectives:
In this Lesson, you are expected to:
• Apply the varieties and registers of spoken and written language in the
proper context.

ACTIVITY

Putting Things in the Right Perspective

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

ANALYSIS

1. Do your ways of greeting these people vary?

2. Why do you think it varies? Explain your thoughts to the class.
3. Why is it important to use appropriate varieties and registers of
language in certain communication contexts?

ABSTRACTION

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

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

▪ 1. Language varies when communicating with people within

(local) and outside (global) our community.
▪ 2. Language varies in speaking and in writing.
▪ 3. Language varies in everyday and specialized discourses.

A. Varieties of Spoken and

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

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

▪ 1. Local everyday written

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

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 APPLICATION

Direction: Read the letter to the editor in a day’s paper, listen to a radio
broadcast and watch people in conversation at a fast food chain, and
answer the following questions below:

❑ What registers are they using?

❑ What features identify them as those registers?
❑ Why do you think the speakers chose those registers?

➢ Roleplay one situation portraying either global or local variety of

spoken language. Use the appropriate register.

ASSESSMENT

1. In what situations are the local and global varieties of spoken

language used?
___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________

2. What registers are appropriate to such situations?

___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________

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 LESSON 5 Evaluating Messages and/or Images of Different
Types of Texts Reflecting Different Cultures

Objectives:
In this Lesson, you are expected to:
• Analyze media messages and/or images using Key Concepts of Media
Literacy framework; and
• Create a multimodal advertisement of a cause-oriented event

ACTIVITY
1. Analyze the advertisement below.

ANALYSIS

a. Analyze the content of the picture above using the Key Concept
Questions.
b. Present your image evaluation through an oral presentation.

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 ABSTRACTION

Generate questions and ideas about the message conveyed by the advertisement.

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

Key Concepts of Media Literacy (Center for Media Literacy, 2005)

Key Concepts
Guide Questions in Media Text Analysis

1. All media messages are “constructed”.

1. What is the message of the text?
2. How effectively does it represent reality?
3. How is the message constructed?
2. Media have embedded values and points of
view.
1. What lifestyles, values and points of view are represented in
the text?
2. Who or what is missing?

3. Each person interprets messages differently.

1. What message do you perceive from the text?
2. How might others understand it differently? Why?
4. Media have commercial, ideological or political
interests.
1. What is the purpose of the text?
2. Who is the target audience of the text?
3. Who might be disadvantaged?
4. Who created the text and why?

5. Media messages are constructed using a

creative language having its own rules.
1. What techniques are used and why?
2. How effective are the techniques in supporting the messages
or themes of the text?
3. What are other ways of presenting the message?
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 ANALYSIS

Analyze the same

advertisement
presented earlier
using the Key
Concept Questions
as a guide.

Justify answers in
different ways from
the text.

Make personal,
world and text
connections.

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 APPLICATION

1. Picture Analysis

a. Analyze the content of the picture above using the Key Concept
Questions.
b. Present your image evaluation through an oral presentation.

ASSESSMENT

1. What are your observations or generalizations on how texts and/or

images are presented?
___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________

2. In what ways should media present texts/images about various

cultures?
___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________

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