PHILOSOPHY

Purposive Communication is a three-unit course that develops students’

communicative competence and enhances their cultural and intercultural awareness
through multimodal tasks that provide them opportunities for communicating
effectively and appropriately to a multicultural audience in a local or global context. It
equips students with tools for critical evaluation of a variety of texts and focuses on
the power of language and the impact of images to emphasize the importance of
conveying messages responsibly. The knowledge, skills, and insights that students
gain from this course may be used in their other academic endeavors, their chosen
disciplines, and their future careers as they compose and produce relevant oral,
written, audio-visual and/or web-based output for various purposes.

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COMMUNICATION
The art of creating and sharing ideas for a
specific purpose. It comes in many forms: ▪
verbal (language, sounds, tone of voice)
▪ aural (hearing and listening)
▪ non-verbal (body language, facial expression)
▪ written (journal, email ,blog, text message)
▪ visual (signs, symbols, pictures, graphics, emoji)
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COMMUNICATION
SKILLS
Effective communicator must acquire variety of skills that
would aid in communicating to others in interpreting the
message received from others.

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AUDIENCE ANALYSIS
DEMOGRAPHIC ANALYSIS
-age, gender, culture, ethnicity, race, religion and
educational level
ATTITUDINAL ANALYSIS
-attitudes, beliefs, and values
ENVIRONMENTAL ANALYSIS

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COMMUNICATION BARRIERS
-seating arrangement, number of people likely to
attend, room lighting
In real life are not confined to physical and
physiological noise, but could also include cultural
difference, varying levels of expectations and
experiences, and difference in perspectives and
communication styles.
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 feedback SOURCE
message

message
message

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message
COMMUNICATION PROCESS
SOURCE.
In personal or professional communication, the sender must know
why the communication is necessary, to whom the
message is for, and what results are expected.

MESSAGE.
The information that a person wants to communicate.

ENCODING.
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COMMUNICATION PROCESS
Process of transferring the message into a format or platform that is
expected to be understood or decoded by the recipient of the
information.
CHANNEL.
Method used to convey the message. DECODING.
Happens when the intended recipient of the
information receives the message.

RECEIVER.
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The target recipient of the message. The sender may have expectations
on the desired response, but the receiver will decode the message
based on his/her own personal expectations, perspectives and
schema.

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PRINCIPLES OF EFFECTIVE COMMUNICATION
CLARITY.
Pertains to the message and the purpose why the message has to be
sent. The message should be clear by using appropriate language and
communication channels but equally important is that the reason for
sending and receiving the message must be understood by both sender
and receiver.
CONCISENESS.
The message should be as brief as may ne required depending one one’s
purpose
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PRINCIPLES OF EFFECTIVE COMMUNICATION
EMPATHY.
Sender should be sensitive to the needs and interests of the receiver . In
case of face-to-face communication, the speaker must always be
conscious of the reaction of the listener and adjust his/her
communication strategy accordingly. FLEXIBILITY.
Effective communicators know how to adapt to varying needs and
expectations of their audience, and modify the message or the way the
message is sent to avoid misunderstanding or
misinterpretation.
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✓

✓
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✓

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ACTIVE AND RESPECTFUL LISTENING
While listening is important to decode the message
accurately, active listening allows a person to help others
communicate better. It also provides opportunities
to be more productive at work, establish deeper
relationships, and increase efficiency in both study
and work. Most importantly, active listening helps avoid
misinterpretation and misunderstanding.

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❖

❖
Make

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“

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ACTIVE AND RESPECTFUL LISTENING
The importance of active listening. Being an active
listener requires involvement in the conversation or
communicative situation. It demands conscious effort to
be attentive to the words and more importantly, to the
sense of the message being relayed. This necessitates
concentration and practice.

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Don’t

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Your parents reacted negatively when you
opened up about your interest for a certain
craft.
Your colleague has forgotten some very
important information many times in the past.
A subordinated in a group that you lead
disagreed twice in your suggestions.
Your teammates reacted to positively to your
strategy.
You hesitate to discuss the topic with them
despite of your rich potential to that craft.
You give him/her reminders every now and
then to avoid messing up again.
You don’t ask for your subordinate’s opinion
anymore, even if he might agree with you
this time.
You use the same strategy in similar
situation.
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HOW PAST EXPERIENCE AND PREJUDICE AFFECT
COMMUNICATION
PREJUDICE
❖ when people take their past experiences and make it certain
assumptions that the same experience will happen with the
same people, given the same context.
❖ When people isolate an experience with one “type’ of person
or one group of people, then behave as if all encounters with
people of the same “type”, or at least with the same
characteristics, will lead to the same experience. This
eliminates a people’s personal identity and individuality.
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COMMUNICATION AND GLOBALIZATION
In some cases, cultural differences have accentuated
cultural insensitivity, which is most felt in the business
world. Everyone is a consumer or particular business
products, it is important to know the issues, etiquette,
protocol, communication styles and negotiation
approaches of people from different cultures using the
business experience as example.

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COMMUNICATION AND GLOBALIZATION
The cost of cultural insensitivity in global communication
can be felt in everyday communication, as cultural
misunderstandings often lead to misinterpretation and
unnecessary tension between people.

In a highly global environment, the challenge that faces

everyone is to learn to understand, accept, and address
cultural-and communication-differences.
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LOCAL AND GLOBAL COMMUNICATION IN
MULTICULTURAL SETTINGS
Extreme 1: The goal of national or regional identity.
People use a variety of English with its specific grammar,
structure, and vocabulary to affirm their own national or
ethnic identity.

Extreme 2: The goal of intelligibility. Users of regional

variety ideally still be readily understood by users of

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COMMUNICATING IN A MULTICULTURAL SOCIETY

English everywhere else in the world to fully participate in

the use of English as international language.
Culture guides communication; it is the lens through which
people should see the world. It tells people who they aretheir
identity and how they act, think, and communicated. People who
do not realize that other cultures may not be the same as theirs
in terms of the way they think, behave, look or speak are risking
being judged as ignorant, insensitive or simply culturally

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confused. This often leads to communication breakdown or
worse, personal and professional conflicts.

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Manila

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COMMUNICATING IN A MULTICULTURAL SOCIETY

❖How to greet
❖When to speak
❖When to remain silent
❖How to behave under extreme emotions
❖How to gesture while speaking or listening
❖How close to stand or sit
❖How to react with someone’s words
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MULTIMODALITY
▪ Uses two or more communication modes to make meaning.
▪ Shows different ways of knowledge representations and meaning-
making, and investigates contributions of semiotics resources
(language, gestures, images) that are co-deployed across various
modalities (visual, aural, somatic, etc.).
▪ Highlights the significance of interaction and integration in
constructing a coherent text.

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