PURPOSIVE COM.
Personal
COMMUNICATION – derived from the Latin words con
(with), munus (a business), communis
(common), communico (to confer or relate with one another.
– the process of accomplishing a goal, “with a business to
confer or relate with one another.
COMMUNICATION – is a process of mutual interaction of
people through sensory stimuli; a two-way process which
occurs in an orderly and systematic sequence.
ELEMENTS AND PROCESS OF
COMMUNICATION
SENDER MESSAG CHANNE N ISE RECEIVER
FEEDBACK
TYPES OF COMMUNICATION
1. VERBAL COMMUNICATION – a form of
transmitting messages using word symbols
representing ideas and objects. It comes in two
forms:
ORAL COMMUNICATION – includes face-to-face
interaction, speaking to someone on the phone, participating in
meetings, delivering speeches in programs, giving lectures or
discussions
WRITTEN COMMUNICATION – uses symbols that are
hand- written or printed with an electronic device
2. NON-VERBAL COMMUNICATION – a form of
communication which refers to the sending of
messages to another person using methods or means
other than the spoken language. Basically, it is
communication without the use of words.
NON-VERBAL CUES – may both be intentional and
unintentional and is categorized in two (2) categories:
 Non-verbal cues produced by the body
 Non-verbal messages produced by the broad setting
such as time, space, and silence.
ASPECTS OF COMMUNICATION
1. Communication is integrated in all parts of
our lives.
Communication is valued in the real world and it is integrated
in all episodes of our lives. Our lives consist of four domains:
Academics
Communication skills are tied to academic success.
According to researches, students who are good in writing and
speaking perform better not only in the English class, but also
in other learning areas
Professional
Desired communication skills vary from one career to another.
Employees who are better in communicating have the higher
chance of getting hired.
Having a vocabulary to name the communication phenomena
in our lives increases our ability to alter consciously our
communication.
Civic
There is a connection between communication and a person’s
civic engagement. We are engaged with the world around us,
participate in our society, and become a virtuous citizen. Civic
engagement refers to working to make a difference in
our communities by improving the quality of life of
community members.
2.Communication meets needs.
Communication helps us achieve certain physical and
instrumental needs, and feeds into our identities and
relationships.
Physical needs – affects well-being
Instrumental needs – helps us achieve long-term and short-
term goals
Relational needs – maintains social bonds and interpersonal
relationships
Identity needs – allows us to present ourselves in a distinct
manner
2. Communication is learned.
Humans are born with the capacity to learn a
language and the ability to communicate.
Communication is learned rather that innate. It is
learned through human contact. However, our
manner of communication varies from one person
to another based on culture and context. (The
Case of the Feral Children - children who were
raised by animals; children who grew up
isolated from human contact)
3. Communication has ethical implications.
Communication is more concerned with the
decisions people make about what is right and
wrong. Communication ethics deals with the
process of negotiating and reflecting on our actions
and communication regarding what we believe to
be right and wrong.
4. Communication has ethical implications.
Communication is more concerned with the
decisions people make about what is right and
wrong. Communication ethics deals with the
process of negotiating and reflecting on our actions
and communication regarding what we believe to
be right and wrong.
ISSUES IN COMMUNICATION
1. CONTENT refers to the information and
experiences that are provided to the receiver of the
communication process. It is what the receiver
derives value from. It is expressed in a medium like
speech, writing, or visuals which may be delivered in
various media.

Content must be presented in a language that makes a
grammatical sense. Words have different meanings and may
be used or interpreted differently, so even simple words and
messages can be misunderstood. Therefore, content should be
tailored or edited for the public to ensure effective
communication.
2. PROCESS refers to the way the message is
presented or delivered. The content of the message
should not contradict with the non-verbal cues
3. CONTEXT is the situation or environment in which
your message is delivered. It is when and where
communication happens.
PRINCIPLES OF COMMUNICATION
Principle of Clarity – the information or message should be
coded or worded clearly.
Principle of Attention – the receiver’s attention should be
drawn to the message to make the communication effective.
Principle of Feedback – there should be feedback
information from the receiver to know whether s/he
understood the message in the same sense in which the sender
has meant it.
Principle of Informality – informal communication may
prove effective in situations when formal communication may
not achieve its desired results
Principle of Consistency – consistency avoids conflict in an
organization; inconsistency leads to confusion
Principle of Timeliness – communication should be done in
real time so that it helps, and it is relevant in implementing
plans; delayed communication may not serve any purpose
Principle of Adequacy – information should be complete; is
essential to take proper decisions and make action plans;
inadequate information may delay action and create confusion.
COMMUNICATION ETHICS
COMMUNICATION ETHICS – deals with the
behavior of an individual or a group which is
governed by their morals and in turn affects
communication
ETHICAL COMMUNICATION – enhances human worth
and dignity
UNETHICAL COMMUNICATION – causes threats to the
quality of communication
NATIONAL COMMUNICATION ASSOCIATION (NCA)
- developed the Credo for Ethical Communication which
reminds that communication ethics is relevant across contexts
and applies to every channel of communication.
NCA stipulates that “ethical communication is fundamental to
responsible thinking, decision making, and the development of
relationships and communities within and across contexts,
cultures, channels, and media.
CREDO FOR ETHICAL COMMUNICATION
by the National Communication Association (NCA)
 Advocate truthfulness, accuracy, honesty, and reason
as essential to the integrity of communication.
 Endorse freedom of expression, diversity of
perspective, and tolerance of dissent to achieve the
informed and responsible decision making
fundamental to a civil society.
 Strive to understand and respect other
communicators before evaluating and responding to
their messages.
 Promote access to communication resources and
opportunities as necessary to fulfill human potential
and contribute to the well- being of families,
communities, and society.
 Promote communication climates of caring and
mutual understanding that respect the unique needs
and characteristics of individual communicators.
 Condemn communication that degrades individuals
and humanity through distortion, intimidation,
coercion, and violence, and through the expression of
intolerance and hatred.
 Commit to the courageous expression of personal
convictions in pursuit of fairness and justice.
 Advocate sharing information, opinions, and feelings
when facing significant choices while also respecting
privacy and confidentiality.
 Accept responsibility for the short-term and long-
term consequences of our own communication and
expect the same of others.
CHAPTER 2 : Definitions of Globalization:
1. Globalization is associated with
deterritorialization
2. Globalization is linked to the growth of
social interconnectedness across existing
geographical and political boundaries.
3. Globalization must also include a
reference to the speed or velocity of social
activity
4. Globalization should be conceived as a
relatively long-term process
COMPETENCE - refers to the conscious and unconscious
knowledge of an individual about language and about other
aspects of language use
GLOBAL COMMUNICATION
COMPETENCE
COMPETENCE - the ability of individuals that relates
effectively to self and others in daily life.
THREE DOMAINS OF LEARNING
Cognitive - deals with knowledge, logic, reason, analysis,
etc
Affective - deals with the emotions, values and morals
Behavioral - deals with behaviors,Interaction, etc
COMMUNICATION COMPETENCE - an innate
individual trait that is not related to personal intellect or
education, thus, is an internal ability that is enhanced and
luminated through the promotion of empathy in the process of
socialization
In the global communication context, competence further
requires individuals to be equipped with the ability to
acknowledge, respect, tolerate and integrate cultural
differences to be qualified for enlightened global citizenship
COMPONENTS OF COMMUNICATIVE
COMPETENCE
GRAMMATICAL COMPETENCE - the domain of
grammatical and lexical capacity
SOCIOLINGUISTIC COMPETENCE - an understanding
of the social context in which communication takes place,
including role relationships, the shared information of the
participants, and the communicative purpose of their
interaction
DISCOURSE COMPETENCE - the ability to interpret
individual message elements in terms of their
interconnectedness and of how meaning is represented in
relationship to the entire discourse
STRATEGIC COMPETENCE - the coping strategies that
communicators employ to initiate, terminate, maintain, repair
and redirect communication
EXPECTED SKILLS FOR COLLEGE
GRADUATES
(National Communication Association)
1. State ideas clearly.
2. Communicate ethically.
3. Recognize when it is appropriate to
communicate.
4. Identify their communication goals.
5. Select the most appropriate and effective
medium for communicating.
6. Demonstrate credibility.
7. Identify and manage misunderstandings.
8. Manage conflict.
9. Be open-minded about another’s point of
view.
10. Listen attentively.
ENLIGTHENED GLOBAL CITIZENSHIP
 According to Chen and Starosta (1997, 2003), to
qualify for enlightened global citizenship, one must be
equipped with the ability to acknowledge, respect, tolerate
and integrate cultural differences.
 People who are globally competent do not only
acknowledge the importance of knowledge and skills to
face the changing environment but also regard a new set
of thinking and behavior that greatly considers cultural
differences.
FOUR DIMENSIONS OF COMMUNICATION
COMPETENCE
1.GLOBAL MINDSET - is a psychological process that
represents patterns of an individual or group thinking. It is a
fixed mental attitude that leads people to see things and events
from a specific lens through perception and reasoning.
1. UNFOLDING THE SELF - the ability to look
for shared communication symbols and project
the self into another person’s mind by thinking
the same thoughts, feelings, and emotions as the
person.
2. MAPPING THE CULTURE - ability to
contrast cultural differences that may motivate
us to prefer alternative styles of cultural
expressions and engender in us a desire to retool
so that we can better function with the demands
of global environment and cope with the
changing environment rapidly.
3. ALIGNING THE INTERACTION - requires
individuals to foster the ability of cultural
adroitness by which they can function
effectively and appropriately without violating
their counterpart’s norms and rules to reach a
global civic society.
Chapter 3 LOCAL AND GLOBAL
COMMUNICATION IN A MULTICULTURAL
SETTING
Communication is guided by culture and context. It is
predicted by the type of culture dictated by its context.
CULTURE - is manifested in our actions and
affects how we tell the world who we are and what
we believe in. It is the basis for how we behave in a
certain communication context.
CONTEXT - brings a better understanding about
culture in general and our own culture. It refers to
anything that refers to the stimuli, environment, or
ambience surrounding an event (Edward T. Hall)
Po, opo(verbal)- elderly
Pagmamano (non- verbal)- teachers/elderly
Ngarud – Ilocano
Siren – pangasinense
o-negai shimasu (please)
arigato( thank you)
gomennasai(I am sorry)
ohay gozaimasu ( good morning)
 GRICE’S PRINCIPLE OF COOPERATIVE • BODY LANGUAGE - is a form of non-
CONVERSATION verbal communication in which
movements of the body communicate
1. MAXIM OF RELATION - every interlocutor messages, either in place of, or in
should be relevant in a conversation, requiring conjunction with speech.
them to respond based on cultural and
contextual requirements. THE ABC’S OF INTERCULTURAL
COMMUNICATION
2. MAXIM OF QUANTITY - every interlocutor
should observe a “fair-share-talk of time.”
3. MAXIM OF QUALITY - the truth value of a  ACKNOWLEDGE
message should be held primary in a  BI-LEVEL
conversation. The accuracy of the message  CLARIFY
should always be upheld. It should not go
beyond what is true nor deduced in its essence. CULTURAL COMMUNICATION BARRIERS
4. MAXIM OF MANNER - the manner of saying • LANGUAGE BARRIER - It is evidently
a word is more regarded than its content. the primary barrier of communication in
second and foreign language contexts.
Because of its complexity, communication
EXPRESSIO SPANIS MANDARI between people speaking different
FRENCH KOREAN
NS H N
HELLO BONJOU HOLA ANNYEONG NI HAO languages is difficult.
R • HOSTILE STEREOTYPES -
GOODBYE OH- REH- ADIOS ANNYEONG HIGASIPSI ZAIJIAN Stereotypes are generalizations or
VWAH O
THANK YOU MERCI! GRACIA GOMAWO XIE XIE NI
assumptions people make about the
S characteristics of members of a group,
I LOVE YOU JE T’AIM TE AMO SARANG HAEYO WO AI NI based on an image about what people in
E that group are like.
GOOD BIEN BUENA JOH-EUN HAO
(F) • BEHAVIOR DIFFERENCES -
BUENO Difference of behavior between different
(M) cultures can cause misunderstandings.
Every culture has its norm about what is
regarded as appropriate behavior.
BODY LANGUAGE - is a form of non-verbal • EMOTIONAL DISPLAY - Different
communication in which movements of the body cultures have varying regard on emotional
communicate messages, either in place of, or in conjunction display. What is considered appropriate
with speech. display of emotion in one culture may not
be appropriate in another culture.
Saudi Arabia – You cannot shake the hand of a woman
Brazil – ok sign ( middle finger)
Australia and France – (insult)
America except U.S – Thumbs up (Sexual insult )
Asia and Middle East – Sitting w/ cross legs( disrespect)
Philippines – eye contact ( Honsty and sincerity)
Greece – nodding the head ( no and yes)
Italy – tugging the earlobes ( sexual Innuendos)
Spain – (Someone is not paying)
Portugal (tasty food)

MODES OF COMMUNICATION
Words and gestures are used in a region or country to give
meaning to certain ideas. Words are primary in
communication, but gestures would even make a meaningful
communication. Below are the modes of communication in an
intercultural communication.
• LANGUAGE - Words, greetings and
expressions that are based on culture and
context
AMBIGUOUS EXPRESSIONS
Idioms and figurative clichés - This form of language uses
words and expressions with a meaning that is different from
the literal interpretation.
Slang - It is a shortcut or highly colloquial word that
suggests excessive informality and lack of appreciation
in the workplace setting
gonna — going to
Acronym - It is formed from the initial letters of other words
and pronounced as a word.

Acronym - It is formed from the initial letters of other words

and pronounced as a word.

Jargon - It is a type of language that is used in an occupation.

Often, words are meaningless outside a certain context