Purposive Communication | Prelims

2nd Semester | Lecture Based

It is important to take note that a person’s

WEEK 2 & 3: LANGUAGE, NATURE, •
symbolic construction can have a different
AND PROCESS OF meaning for another person.

COMMUNICATION COMMUNICATION INVOLVES CONSTRUCTION OF

MEANINGS.

When people communicate, they attach meanings to

LANGUAGE AND COMMUNICATION the symbols they use with the intent that the receiver of
the message share the same meanings as intended.
WHAT IS LANGUAGE?
• However, in reality, not all meanings are
Language is a system consists of phonology, morphology, effectively communicated. This is because the
syntax, and lexicon. message is open to different interpretations.

Language, both written and spoken, is the primary means TWO LEVELS OF MEANING
of communication for humans.
According to Beavin and Jackson (1967), communication
Language can be acquired and learned. Language is
has two levels of meaning.
acquired through a person’s environment, while
language learning may occur formally (in educational Content Level • It refer to the literal or denotative
institutions) or informally (self-learning). meaning of the message.

NATURE OF COMMUNICATION • It expresses the relationship between

communicators.
WHAT IS COMMUNICATION? Relationship • It is the connotative meaning of the
Level message.
The term communication is derived from the Latin word
“communicare” meaning “share with” or “to make
common”.

Therefore, it can be defined as “a common understanding TYPES OF COMMUNICATION

of something”.

Generally, communication involves a systematic and

continuous process of telling, listening and understanding.
Communication is a transactional process in which
people create, send, and receive symbolic messages to
construct and interpret meaning in a variety of situations
and contexts.
CHARACTERISTICS OF COMMUNICATION
COMMUNICATION AS A PROCESS
Communication is considered as a continuous, dynamic,
and evolving activity.
• Communication does not start and stop with
each conversation. Therefore, how a previous
conversation ended will influence how the next
conversation will begin.
ACCORDING TO MODE
Verbal Uses language, both spoken and
Communication written, in communication
Does not use language but other
modes in communication, i.e., body
Non-Verbal language, facial expressions, sign
Communication language, etc.
Uses images to transfer messages
and/or information (symbols, signs,
Visual charts, diagrams, maps, graphs,
Communication imagery, photos, pictograms,
illustrations/drawings)
ACCORDING TO CONTEXT

COMMUNICATION AS SYSTEM Intrapersonal Communication within oneself

Communication
Communication is made up of interrelated parts that
affect one another during the process. Interpersonal Communication between one
Communication person to another
• Communication is also affected by the larger system
within which it operates – i.e., culture, religion, Extended Use of electronic media
ethnicity, nationality, socio-economic status, age, Communication
sex, political affiliations, and the like.
Organizational The role of that communication
COMMUNICATION IS SYMBOLIC Communication plays in organizational contexts
A symbol is a tangible representation of something
abstract.

• People rely on symbols when they

communicate. Thus, communication is symbolic
since it involves interaction with and through
symbols.
PURPOSIVE COMMUNICATION TRANSES ZEDRIC ESTAPE
 Purposive Communication | Prelims
2nd Semester | Lecture Based

ACCORDING TO PURPOSE AND STYLE LASWELL’S COMMUNICATION MODEL

Formal Uses formal language

Communication

Informal Uses personal, casual, and spontaneous

Communication language

BERLO’S COMMUNICATION MODEL

ELEMENTS OF COMMUNICATION

SHANON-WEAVERS COMMUNICATION MODEL

• CONTEXT refers to the environment where the

interaction takes place. It can be in the form of
physical, psychological, and cultural.

• SENDER (OR ENCODER) is the source and

encoder of the message, and the initiator of the
communication process.

• MESSAGE is the information, ideas, feelings,

opinion, thought, attitude, and view the sender SCHRAMM MODEL OF COMMUNICATION
wants to deliver to receiver.

• CHANNEL (OR MEDIUM) is the means of tool of

transmit the message.

• NOISE is the barrier that affects the message

from being sent, received, or understood.

• RECEIVER (OR DECODER) is the audience of the

communication process who decodes the
message.

• FEEDBACK refers to the response of the receiver

to the message received.
WOOD’S COMMUNICATION MODEL
COMMUNICATION MODELS
ARISTOTLE MODEL OF COMMUNICATION

PURPOSIVE COMMUNICATION TRANSES ZEDRIC ESTAPE

 Purposive Communication | Prelims
2nd Semester | Lecture Based
PRINCIPLES OF COMMUNICATION
COMMUNICATION IS TRANSACTIONAL
Communication has a give-and-take nature. It is a two-
way process which involves an exchange, thus, when
a message is sent a response is expected.
COMMUNICATION IS INEVITABLE
It is impossible not communicate because it is an
indispensable part of people’s daily lives. They have the
innate desire to express themselves and connect with
others.
COMMUNICATION IS IRREVERSIBLE
Communication is a process of exchanging messages
between individuals or groups through various
channels. Once a message is communicated, it cannot
be taken back, and it becomes a part of the receiver's
experience.
COMMUNICATION IS GOAL-ORIENTED
Communication involves the exchange of information,
ideas, and messages between individuals or groups,
with the intention of achieving a specific goal or
objective.
The ultimate goal of communication is to gain
understanding of each other.
COMMUNICATION IS COMPLEX
Communication is more than just sending messages. It is a
complex process that entails different processes, which
can occur simultaneously.
It is important to recognize that communication is
interactive, context-based, culturally loaded, circular,
and irreversible.
COMMUNICATION ETHICS
• Mutuality
• Individual dignity
• Accuracy of information
• Access to information
• Accountability
• Ethical responsibility as a sender and a
receiver
• Relative truth
• Both the ends and the means of
communication should be ethical
• Use of power
• Balance between rights and responsibilities
PURPOSIVE COMMUNICATION TRANSES
WEEK 2 & 3: COMMUNICATION
AND GLOBALIZATION
GLOBAL COMMUNICATION IN THE DIGITAL AGE
WHAT IS GLOBALIZATION?
Globalization refers to the growth of economic, political,
and cultural assimilation and interconnectedness of
different culture which result in the integration of
people across the globe (Gamble et al., 2013).
THE WORLD IS BORDERLESS, AND THE COUNTRIES ARE
INTERCONNECTED AND INTERDEPENDENT.
ROLE OF MEDIA IN THE GLOBALIZATION
PROCESS
1. CULTURAL EXCHANGE. Globalization has made
it possible for people from different parts of the
world to connect through media, which has led
to a more globalized culture. This exchange has
led to greater cultural understanding and
appreciation, and a more tolerant and
accepting world.
2. GREATER TOLERANCE. Media has played a
critical role in promoting diversity and
acceptance of different cultures, religions, and
ways of life. Through media, people have been
exposed to different perspectives and lifestyles,
leading to a more tolerant and accepting world.
3. INCREASED FLOW OF INFORMATION. The
internet and social media have revolutionized
the way people share and access information
globally. Today, people can access information
from anywhere in the world at any time, leading
to a more informed and connected world.
4. LEARNING OF DIFFERENT LANGUAGES. With
the rise of globalization, learning a foreign
language has become a necessity. Media has
made it possible for people to learn foreign
languages through music, movies, television
shows, and online language courses.
5. TECHNOLOGICAL INNOVATION. Media has been
a driving force behind the development of new
technologies, including the internet,
smartphones, and social media platforms. These
technologies have transformed the way people
communicate, access information, and do
business, leading to a more interconnected
and integrated world.
6. SOCIAL MOVEMENT. Globalization allow people
from different countries to interact and form
groups based on similar concerns or interests.
This creates a greater possibility of diffusion and
generation of concrete changes.
ZEDRIC ESTAPE
 Purposive Communication | Prelims
2nd Semester | Lecture Based
IMPACT OF GLOBALIZATION TO
COMMUNICATION
ACCORDING TO NIKOLAY DANEV, globalization has had
a powerful impact on global communication.
• STANDARDIZATION OF COMMUNICATION.
Globalization has created a global
communication system that is increasingly
standardized, with similar communication
practices and platforms used around the world.
• INCREASED CONNECTIVITY. Communication
technologies have made it easier to
communicate with people in other parts of the
world, creating new opportunities for
collaboration, information-sharing, and cultural
exchange.
• CULTURAL EXCHANGE. As people and
organizations connect across borders, they are
exposed to new ideas, values, and
perspectives, which can enrich their
understanding of the world.
• NEW CHALLENGES. Globalization has created
new challenges for communication. For
example, language barriers and information
overload.
WHAT IS GLOCALIZATION
Glocalization is a process of embracing both universal and
local values, and places these in a familiar context. It
preserves the local and at the same time makes
globalization less abstract, more tangible, and beneficial
to a large number of people.
• The term glocalization was introduced by
ROLAND ROBERTSON, a British sociologist who
used it to describe the interaction between
global and local cultures.
VIRTUAL COMMUNICATION
Due to the globalization, communication has expanded
and made accessible with the help of the digital
technology and the internet. It also introduced a new form
of communication called virtual communication, which
has been the primary means of communication during the
new normal.
WHAT IS VIRTUAL COMMUNICATION
Virtual communication refers to the exchange of
information and ideas using technology-mediated
channels, such as email, instant messaging, video
conferencing, social media, and other forms of digital
communication.
• It allows people to communicate and
collaborate with others who are geographically
distant or physically separated.
PURPOSIVE COMMUNICATION TRANSES
IMPACT OF VIRTUAL COMMUNICATION
• It allows people to connect with each other
quickly and easily, regardless of their location.
• It can be a poor medium for conveying meaning,
leading to misinterpretation, misunderstandings,
and ambiguity.
• Anonymity in the Internet can lead to unrestricted
possibilities of manipulating one's identity, leading
to cyberbullying, trolling, and other online
harassment.
• It introduced a new system of conventional signs
expressing emotions by text formatting, the use of
emoticons.
WAYS TO ENHANCE COMMUNICATION IN THE NEW
NORMAL
• GIVE PEOPLE SPACE since everybody is more
stressed than usual and tension is generally higher.
• BE INTENTIONALLY EMPATHETIC by putting
yourself in another’s position.
• ASK QUESTIONS to know what someone is going
through.
• BE FORGIVING since people are likely to make
more mistakes and fail more often.
• BUILD RELATIONSHIPS.
COMMUNICATION IN DIFFERENT CULTURAL
CONTEXTS
WHAT IS INTERCULTURAL COMPETENCE?
Intercultural competence refers to the ability to effectively
communicate and interact with people from different
cultural backgrounds. It involves understanding and
respecting cultural differences and being able to adapt
one’s behavior and communication style to effectively
navigate cross-cultural interactions.
INTERCULTURAL COMMUNICATION
ACCORDING TO VULPE ET AL. (2001), THE
FOLLOWING ARE THE CORE SKILLS OF AN EFFECTIVE
INTERCULTURAL COMMUNICATOR:
• Ability to express understandable and culturally
sensitive thoughts, feelings, opinions, and
expectations.
• Ability to engage and immerse in the local
culture and language.
• Ability to establish shared meanings with the
local people to avoid stereotyping and
miscommunication
• Ability to develop a language capacity such as
using local greetings and opportunities to use
the local language in other contexts
• Ability to empathize with how the locals see the
world
ZEDRIC ESTAPE
 Purposive Communication | Prelims
2nd Semester | Lecture Based

BARRIERS TO EFFECTIVE INTERCULTURAL DEVELOPMENTAL MODEL OF CULTURAL SENSITIVITY

COMMUNICATION
• ETHNOCENTRISM. It is the belief that a person’s
culture is more dominant than the others.

• STEREOTYPES. It refers to assigning

generalized negative traits to a group of people
(e.g., race, nationality, religion, social class,
sexual orientation, age, gender) even if these
may only reflect a selected few of the group.

• PREJUDICES. These are unfair thoughts, beliefs, or

Stage 1: People deny that cultural differences exist
feelings of dislike for a person or group because
Denial and assume that everyone shares the same
of race, nationality, religion, gender, age, and
values and beliefs.
the like.

• ASSUMPTION OF SIMILARITY. It is a baseless, People recognize that cultural differences

unreasonable refusal to see cultural differences
where they exist.
• INTERCULTURAL COMMUNICATION ANXIETY. It
refers to the fear associated with either real or
anticipated communication with people from
another cultural group.
WHAT IS CULTURE?
exist but view them negatively. They may
Stage 2: feel threatened by people from different
Defense cultures and may view their own culture as
superior.
Stage 3: People recognize cultural differences but
Minimization minimize its significance. They may believe
that everyone is essentially the same, and
cultural differences are not important.

Culture refers to the shared beliefs, values, People recognize and value cultural
customs, behaviors, and artifacts that characterize differences. They understand that people
Stage 4: from different cultures have different
a group or society. It includes the way people live,
Acceptance beliefs, values, and behaviors, and they
communicate, interact, and understand the world
around them. accept and respect these differences.

CHARACTERISTICS OF CULTURES People actively seek out opportunities to

• CULTURES ARE LEARNED, NOT INNATE. People
learn culture through socialization, education,
and exposure to various cultural practices and
beliefs.
• CULTURES ARE SHARED. Culture exists within
a group or society and is shared among its
members, which provides a sense of belonging
and identity to individuals within the group.
learn about and interact with people from
Stage 5: different cultures. They adapt their behavior
Adaptation and communication style to better fit in
with people from different cultural
backgrounds
People fully integrate cultural differences
into their worldview and identity. They can
Stage 6: interact effectively with people from
Intergration different cultural backgrounds and respect

• CULTURES ARE MULTIFACETED. Culture is a and value diversity.

complex system of beliefs and practices that
reflect the diversity of human experience.

• CULTURES ARE DYNAMIC. Culture is dynamic and WHAT IS GENDER SENSITIVITY

constantly evolving. It is shaped by various
Gender sensitivity aims to understand and take into
factors such as globalization, migration,
account the societal and cultural factors involved in
technological advancements, and interactions
gender-based exclusion and discrimination in the most
with other cultures.
diverse spheres of public and private life.
• CULTURES IDENTITIES ARE OVERLAPPING. People
may identify with multiple cultural groups and USING GENDER NEUTRAL LANGUAGE
may have different cultural identities depending
• Use articles or determiners instead of third-
on the context.
person pronouns.
• Use plural pronouns instead of singular
WHAT IS CULTURAL SENSITIVITY? pronouns.
• Use either/or pronouns.
Cultural sensitivity refers to the awareness, knowledge, and
• Use second person pronouns instead of
appreciation of different cultural practices, beliefs, and
third-person pronouns.
values. It involves recognizing and respecting cultural
• Use appropriate titles.
differences and understanding how they affect people's
behaviors, attitudes, and experiences.

PURPOSIVE COMMUNICATION TRANSES ZEDRIC ESTAPE

 Purposive Communication | Prelims
2nd Semester | Lecture Based

GENDER BIASED WORDS

Gender-Biased Gender-Neutral

Chairman Chair, chairperson,

coordinator

Salesman Salesperson

Congressman Legislator, representative

Spokesman Spokesperson

Foreman Supervisor

Steward or stewardess Flight attendant

Waitress or waiter Server

Policeman or policewoman Police officer

Fireman Firefighter

Man-made Artificial, manufactured

Businessman Business executive

Manpower Workforce

WHAT IS POLITICAL CORRECTNESS?

Political correctness is used to describe language,
policies, or measures that are intended to avoid offense
or disadvantage to members of particular groups in
society.

POLITICALLY CORRECT TERMS AND EXPRESSIONS

Incorrect Correct

Cheating Academic dishonesty

Ugly Aesthetically challenged

Bald Comb-free

Disabled Differently abled

Drug addict Drug dependent

Broken home or family Dysfunctional family

Stupid Intellectually impaired

Midget or Dwarf Little people

Crook Morally challenged

Body Odor Nondiscretionary fragrance

Homeless Outdoor urban dwellers

Fat People of mass

PURPOSIVE COMMUNICATION TRANSES ZEDRIC ESTAPE