PURPOSIVE COMMUNICATION Two Levels of Meaning According to Beavin and

(PRELIM) Jackson (1967), communication has two levels of

meaning.

LANGUAGE, NATURE, AND PROCESS OF

COMMUNICATION (week 2-3)

LANGUAGE AND COMMUNICATION

What is Language?
• Language is a system consists of phonology, morphology,
syntax, and lexicon.
• Language, both written and spoken, is the primary means
of communication for humans.
• Language can be acquired and learned. Language is TYPES OF COMMUNICATION
acquired through a person’s environment, while language
learning may occur formally (in educational institutions) or
informally (self-learning).

NATURE OF COMMUNICATION
What is Communication?
• 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 of
According to Mode
something”.
• Generally, communication involves a systematic and
According to Context
continuous process of telling, listening and understanding.
• Communication is a transactional process in which people
According to Purpose and Style
create, send, and receive symbolic messages to construct
and interpret meaning in a variety of situations and contexts.

Characteristics: 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.

Characteristics: Communication as a system

• Communication is made up of interrelated parts that affect
one another during the process.
• Communication is also affected by the larger system within
which it operates – i.e., culture, religion, ethnicity, nationality,
socio-economic status, age, sex, political affiliations, and the
like.

Characteristics: Communication is symbolic. ELEMENT OF COMMUNICATION

• 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.
• It is important to take note that a person’s symbolic
construction can have a different meaning for another
person.
Characteristics: Communication involves construction
of meanings.
• When people communicate, they attach meanings to the
symbols they use with the intent that the receiver of the
message share the same meanings as intended.
• However, in reality, not all meanings are effectively
communicated. This is because the message is open to
different interpretations.
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 wants to deliver to the
receiver.
Channel or medium: is the means or tool to 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.

COMMUNICATION MODELS
Aristotle Communication Model
Laswell Communication Model
Berlo’s Communication Model
Shannon-Weaver’s Communication Model
Schramm’s Interactive Model
Wood’s Communication Model
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
COMMUNICATION AND GLOBALIZATION (week 2-3)
GLOCAL 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
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.
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.
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.
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.
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.
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.
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?
• The term glocalization was introduced by Roland
Robertson, a British sociologist who used it to describe the
interaction between global and local cultures.
• 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.
VIRTUAL COMMUNICATION
Due to globalization, communication has expanded and
made accessible with the help of 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.
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
BARRIERS TO EFFECTIVE INTERCULTURAL
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 feelings of
dislike for a person or group because of race, nationality,
religion, gender, age, and the like.
Assumption of Similarity. It is a baseless, 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?
Culture refers to the shared beliefs, values, customs,
behaviors, and artifacts that characterize a group or society.
It includes the way people live, communicate, interact, and
understand the world around them.

CHARACTERISTICS OF CULTURES

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.
Cultures are multifaceted. Culture is a complex system of
beliefs and practices that reflect the diversity of human
experience.
Cultures are dynamic. Culture is dynamic and constantly
evolving. It is shaped by various factors such as
globalization, migration, technological advancements, and
interactions with other cultures.
Cultures identities are overlapping. People may identify
with multiple cultural groups and may have different cultural
identities depending on the context.

WHAT IS CULTURAL SENSITIVITY?

Cultural sensitivity refers to the awareness, knowledge, and

appreciation of different cultural practices, beliefs, and
values. It involves recognizing and respecting cultural
differences and understanding how they affect people's
behaviors, attitudes, and experiences.

DEVELOPMENTAL MODEL OF CULTURAL SENSITIVITY

DEVELOPMENTAL MODEL OF CULTURAL SENSITIVITY WHAT IS GENDER SENSITIVITY?

Gender sensitivity aims to understand and take into account
the societal and cultural factors involved in gender-based
exclusion and discrimination in the most diverse spheres of
public and private life.

USING GENDER-NEUTRAL LANGUAGE

• Use articles or determiners instead of third-person
pronouns.
• Use plural pronouns instead of singular pronouns.
• Use either/or pronouns.
• Use second person pronouns instead of third-person
pronouns.
• Use appropriate titles.
GENDER-BIASED WORDS

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.