Purposive Communication
Midterm Reviewer
CHAPTER %
LESSON 1
Role of Technology in Communication
Communication with others plays a big part in people's
lives today. It is hard to think of a single activity that people engage
in that does not involve communication in some way.
Communication becomes even more effective when tools and
strategies are employed to help communicators better understand
one another.
Technological tools and strategies have changed
drastically over recent decades. The increasing variety and
accessibility of technology has expanded the toolbox and the
opportunities for communicators.
Meaningful development of technology-based
knowledge and skills is important for all student in order to avoid
phenomenon known as the "second-level digital divide", whereby
people have drastically differentiated skills, which in turn influence
how people participate in society (OECD, 2010).
Technology-assisted communication or machine-
assisted interpersonal communication combines characteristics of
both interpersonal and mass communication situations (Dominick,
1999). In this setting, one or more people are communicating by
means of a mechanical device or devices with one or more
receivers. One of the important characteristics of technology-
assisted communication is that it allows the source and the receiver
to be separated by both time and space.
The theory of technological determinism of Marshall
McLuhan states that, technology - specifically, media - decisively
shapes how individuals think, feel, act and how societies organize
themselves and operate (Wood, n.d.).
7 Milestone of Human Communication and Technology
1. Language – led to the development of an oral culture is
where information was passed on by word-of-mouth from
one generation to another. The oral tradition reigned and
consisted mainly of face-to-face interaction. Message
sending, receiving, and feedback relied on the spoken
word which made oral cultures highly cohesive
communities.
2. Writing – opened a lot of doors of opportunities for
people because they can send and receive messages in a
more innovative manner.
-The invention of the phonetic alphabet and
usable surface made writing possible. Writing created a
division in society since people can communicate without
having the interactants deal with each other personally.
Those who could read and write had access to more
information than those who could not.
3. Printing Press – Printing press that was developed by
Johann Gutenberg in 1453 made information available to
a larger audience. It helped the development of
vernacular languages and helped the spread and
accumulation of knowledge. The printing press ascended
literacy to human history and made it possible to print
thousands of copies of a single book at a moderate cost.
4. Telegraph and Telephone – The first media to use
electricity to communicate and were the forerunners of
the electronic epoch. These marked the first time the
message could be separated from the messenger. The
telegraph made it possible for people to communicate to
individual and personal ways across great distances and
permitted the newspapers to publish more timely news.
The telephone linked people together in the first example
of a communication network.
5. Photography – Photography provided a way to preserve
history, had an impact on art, and brought better visuals
to newspapers, magazines, books and other printed
information and communication materials. As the song
goes, "A picture paints a thousand words," same as a
single photograph can give numerous meanings and
messages. The technology behind photography led to the
development of another milestone which was to capture
an image in motion.
6. Radio – the first mass medium that brought sports,
music, talk, and news into the living room. The discovery
of electromagnetic waves caught the attention of many
scientists, who looked for ways to use this new force to
open communication.
Television – Television is believed to be better candidate
for the title "great annihilator of time and space."
Television brought news and entertainment into the
home, transformed leisure time, and pioneered a new,
immediate kind of information delivery. It has that time,
politics, socialization, and impact on fro culture among
many other aspects of human life.
7. Computer and Internet – The emergence of computers
and internet have opened another phase of human
communication. E-mail, chatrooms, newsgroups, social
networks and other computer activities have created
"virtual communities" among its users. The historical
consequences have yet to be sorted out since the present
generation has learned to depend their activities and
existence on these modern- day communications.
LESSON 2
Examining Relational Technology and Construction of
Identities
Technological devices play a vital role in the way people
communicate nowadays. Personal and relational identities are
created and maintained through the use of technologies. Duck and
McMahan (2009) refer to cell phones, Ipods and other
technological devices as relational technologies to emphasize the
relational function and implication of their use in society and within
specific groups.
The Meaning of Relational Technology
The use of relational technologies develops unique
meanings for particular social groups. Some groups view the cell
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phone less as a device to contact others and more as a means of
displaying social status and membership (Katz, 2006 as mentioned
in Duck & McMahan, 2010). The social means accompanying
technologies, along with their significance, vary according to the
social system in which they are used. For instance, the meaning
and use of these devices often varies among people of different
countries or business organizations (Fulk & Steinfeld, 1990).
Members of some organizations may prefer contact through cell
phones or face-to-face interactions. The views governing the use
of these technologies are developed in large part by how other
members of these organizations use and discuss technology.
Media and Technology Generation
The progress of technology plays a major influence in
identifying the perception and experience of generations. Media
scholars Gary Gumpert and Robert Cathhart (1985) have
maintained that the traditional notion of separating generation
according to time can be replaced by separating generations
according to their media experience.
Media Generation – Are differentiated by unique media grammar
and media consciousness based on the technological environment
in which they are born (Duck & McMahan, 2010). Before the
introduction of radios, past generation understood the world
according to printed word and standards associated with literacy.
Radio generation eventually gave way to television generation,
which gave way to digital and internet generation, which will
eventually give way to whatever technology and media generation
are on the horizon.
Technology and Social Networks
Social network is an equally strong force in guiding
perceptions and use of technology (Duck & McMahan, 2010). The
influence of social networks on your use and perceptions of
technology is determined by its actual use and incorporation and
the social meanings that subsequently develop.
The technological tendencies of a social group may also
impacts its ability to achieve social status and acceptance.
The group with the greatest influence of all, is the group
that you view as most important for what you wish to achieve
personally and relationally.
Technological Products and Service Providers
Scholars have long studied the diffusion of innovations,
or how new ideas or technologies are spread throughout
communities (Katz, Levin, & Hamilton, 1963).
The use of these devices allows people to associate
themselves with accompanying perspectives and attitudes related
to these technological products
The use of specific networks facilitates social belonging
to groups sharing certain values or orientation (Lobet-Maris, 2003).
LESSON 3
Online Communination
Experts say online communication is the new face to face
communication. Upper and lower cases of text messages and
emojis have carried almost similar meanings and intent as in a face-
to-face communication.
SCREEN NAMES – Identity development is accomplished in part
through the selection of screen names which are frequently
selected when participating in chat rooms but are also evident
when playing games, uploading videos, leaving online comments
and evaluations, and even selling items online. A person is
sometimes known to others only by his or her screen name, which
may or may not provide an accurate representation of the person
behind the screen. Users may select screen names based on
genuine perceived characteristics of the self or uncharacteristic
traits they wish to establish online.
E-mail ADDRESSES – also connected to identity construction, e-
mail addresses have three main parts, all of which can convey
personal information to the others: the username (sometimes a
person’s screen name).
• Domain Name – Crucial in determining the identity of
the individual or organization. It comes after @. Can
reveal service providers, affiliations, and profession.
Often displays user ’s ISP. (yahoo, gmail, and cvsu are
some examples of domain names.)
• Top-Level Domain – Found at the end of e-mail
addresses which follows the dot (.). May also reveal
personal information to others such as connections to
different kinds of institutions or organizations and
country of origin.
Personal Web Pages and Blog – in which the creatoe discloses
only the information he or she wishes–allow for the selective
expression of the self and performance of identity. Theses sites
may be devoted to specific aspects of the self, such as activities
involving people, relationships, and interests, or they may display
multiple components of the self. Personal web pages and blogs
typically offer information with specific intentions. Individuals may
integrate content with the intention of expressing their personal
thoughts and emotions, as well as sharing it with others.
Additionally, it serves as a tool for creating, preserving, and
establishing identities.
Social Networking Sites – such as MySpace, Twitter, InstaGram,
and Facebook, allow people to connect with friends, families, and
other in an existing social network while establishing new
connection and forming relationships with people from around the
world. Equally important as establishing and maintaining
connections with others, social networking sites are becoming
important tools in the display and creation of personal and
relational identities, as well as the disclosure of personal
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Midterm Reviewer
information. Self-Disclosure is a part of relational development,
and the self is carried out through relational connections. The
sheer breath and depth of self-expression and self-disclosure
taking place on social networking sites make them unlike any other
forum. Communication scholars previously believed that self-
disclosure occurs gradually as trust is established in a relationship,
but these sites instead provide a tremendous amount of personal
information all at once. (Social networking sites have changed the
way people think about self-disclosure but also perceptions of
social value and belonging. You also will likely never meet or even
communicate with those listed as friends or acquaintances on
these sites.)
LESSON 4
MEDIATED COMMUNICATION AND ITS IMPACT ON
PERSONAL RELATIONSHIP
CELL PHONE – a phone that connects to the phone system via
radio rather than wire and can be used anyplace where its signals
can be received (Cambridge Dictionary).
PERSONAL RELATIONSHIP – an ongoing romantic or intimate
personal relationship that can include, but is not limited to, dating,
living together or being a partner or significant other (Law Insider).
CELLPHONES AND PERSONAL RELATIONSHIP
Cell phones have come to represent constant connection to those
who possess your number, and how freely people give out their cell
phone numbers varies.
Relationship connected to use of Cell Phones
1. Family
2. Social
3. School
4. Workplace
Refusing to provide a cell phone number to a friend may be viewed
as legitimate.
Mobile Number – the series of numbers that you dial when you
are making a telephone call to their mobile phone.
Providing Number to Individuals Suggest:
- A desire for connection with that individual
- The type of relationship you wish to establish.
Constant Connection and Availability
Connection and availability are fully established when
calls are actually made and text messages are sent. Connecting
with another person re-establishes the existence and importance
of the relationship, confirming for both parties its existence and
value in their lives. This establishment of relationship has long been
achieved through snail mails and greeting cards in the remote past
year, so what makes cell phones now different.
Personal Relationship – Cell Phones allow people to be in
“perpetual contact” with others (J.Katz & Aakhus, 2002). The
availability to make instant contact with another person regardless
of geographic location creates a sumbolic connection unlike the
one created by any previous communication technology. If you
have cell phones with you, you have your social network as well
(Duck, 2007). Relationship require connection between people, as
well as autonomy and independence (Baxter & Montgomery,
1996).
New Relational expectations have developed as a result
of constant availability through cell phones. When calling
someone’s cell phone, you expect that he or she will be readily
available. If the person does not answer the phone, you generally
expect him or her to return the call in a timely manner and provide
a reasonable excuse for not answering in the first place, The same
expectations apply when sending someone a text message. Failure
to respond to a text message in a timely manner–or failing to
respond, period–can constitute a violation in the relationship (Ling,
2004). Such expectation of contact and promptness do not exist
with landline phones, e-mails or other form of communication:
however, they may quickly encompass the use of e-mail as it
becomes increasingly available through relational technologies
(Duck & McMahan, 2009).
Share Experience
Shared experiences can be derived from the use of
cellphones. The actual use of cellphones constitutes shared
technological experiences.
Particular groups assign great significance and meaning
to the use of particular technology, and younger generations adapt
more quickly to changing technology.
More than simply transmitting information, the act of
sending and receiving text messages both announces and
established shared membership and acceptance into a group. Cell
phones also enable people to engage in shared experience even
when physically separated. The immediate transmission of voice,
picture, sound, and video provide people with a sense of
experiencing an event or occasion together.
Cell phones allow this shared experience to take place
anywhere. and their multimedia capacities make it increasingly
more authentic (Duck & McMahan, 2009).
Online communication takes a variety of forms: e-mail,
chat groups, message boards, and instant messaging. Although
varied, these forms share apparent similarities among them.
Characteristics of online Communication
One characteristic of online communication—and for
that matter, all text-based interaction—is the lack of nonverbal
cues available to help determine meaning. Nonverbal
communication, such as vocalics and kinesics is incredibly
important when crafting and interpreting messages. The number
of verbal and nonverbal cues available through a medium or
technology determines its richness. Face-to-face interactions are
considered richer than other types of interactions since verbal
communication and a range of nonverbal cues are available to
convey and interpret meaning. Phone conversation are less rich
since thet are limited to verbal commincation and vocalic.
Text-based communication is a form of information
exchange through text, including SMS, email, and instant
messages.
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(Baliktad yung Disadvantage at Advantage)
Asynchronous Nature – Duke and McMahan (2009) made two
observations about the quality of online communication and other
forms of interaction.
Duck and McMahan (200), made two observations about the
quality of online communication and other forms of interaction.
1. All forms of interaction have unique benefits and
challenges. In this regard, online communication is no
different from face-to-face communication, telephone
conversation, or any other interaction.
2. As observed with instant messaging, how online
communication is used has as much to do with its quality
as its actual nature, Again, this use makes it no different
from other form of human communication. What
differentiates online communication is that it is still
relatively new form of interaction for many generation.
Personal Relationship and Social Networks
Among the common fears associated with the Internet is
that it will diminish social interaction and lead to a disconnection
with from social networks. Some research has suggested that the
more time a person spends on the Internet, the less time he or she
spends with friends, family, and colleagues (Nie, Hillygus, &
Erbring, 2002). Other research has suggested that the Internet
functions as both a time displacer, increased time spent using the
Internet means decreased time spent engaging in other activities,
whether positive, such as interacting with people in your social
network, or negative such as being unproductive in any way.
Accordingly, as time enhancer, Internet use may enable more
productive uses of time. For those who use the Internet for social
connection, increased time online is associated with the decreased
use of television (Kraut et al., 2006 as mentioned in Duck
&McMahan (2009).
ONLINE COMMUNICATION
- Enables people to maintain existing relationships,
enhance existing relationship, and create new
relationship, and it is dramatically changing social
networks (Bosae, Horrigan, Wellman & Rainie, 2006).
- Appears to supplement rather than replace traditional
forms of interaction (Bosae, Horrigan, Wellman & Rainie,
2006).
- Associated with greater contact with those in social
networks.
- Is dramatically changing the construction and nature of
social networks. Bosae, Horrigan, Wellman & Rainie,
(2006) have examined online communication’s impact on
social networks and development of social capital, or the
availability of other people to fulfill the needs and provide
assistance.
One consequence of online communication is the ability to
maintain larger social networks. Internet users report overall large
number of people in their social networks than nonusers, made
possible in part by how easily contact can be maintained through
online communication.
Another consequence of online communication involves the
configuration of social networks. Traditionally, social networks
have developed around geography-based communities. In other
words, friends, family, acquaintances, and other people in your
social network live in the same town or at least nearby.
LESSON 5
Competence and Challenges in Mediated Communication
Since Early 1990’s
• A growing number of researchers and theorist have
studied the phenomenon of mediated communication:
technologies that connect people who communicate
without being face-to-face
Some forms of mediated communication are Internet Based
• E-mail, instant messaging, and social networking
websites are example
• These typically are labeled computer mediated
communication (CMC)
o Other mediated channels are phone-based call
▪ Cell Phone conversations and text
messaging are among the most
common forms
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Midterm Reviewer
o Mediated communication calls for skills that are break from work." This is not the sort of
different form those necessary in face-to-face information most people would be eager to
interaction show their prospective employers or certain
o Adler & Rodman (2009) family members.
▪ Nobody would downplay the • A second form of disinhibition is increased
challenges of communicating in face- expressiveness.
to-face situations. But communicating o A growing body of research shows that
via the internet or phone has its own communicators are more direct —often in a
set of issues critical aways—when using mediated channels
Learner Messages than in face-to-face contact
Richness – Social scientist use this term to describe the o Sometimes communicators take disinhibition to
abundance of nonverbal cues that add clarity to a verbal message. the extreme, blasting off angry—even vicious—
• Face-to-Face communication e-mails, text messages, and website postings.
o It is rich because it abounds with nonverbal The common term for these outbursts is
cues that give communicators cues about the flaming.
meaning of one another’s words and offer hints
about their feelings.
• By comparison, most mediated communication is a much
leaner channel for conveying information.
• To appreciate how message richness varies by medium,
imagine you haven’t heard from a friend in several weeks,
and you decide to ask, “Is anything wrong?” Your friend
replies “No, I’m fine”.
o You almost certainly would be able't'o tell a
great deal more from a face-to-face response
because it would contain a richer array of cues:
facial expressions, vocal tone, and so on. Permanence
o By contrast, a text message contains only • Common decency aside, the risk of hostile e-messages—
words, The phone message—containing vocal, or any inappropriate mediated messages—is their
but no visual cues—would probably. fall permanence
somewhere, in between. o It can be bad enough to blurt out a private
• Because most mediated messages are leaner than the thought or lash out in person, but at least there
face-to-face variety, is no permanent record of your indiscretion.
o they can be harder to interpret with o By contrast, a regrettable text message, e-mail
confidence. or web posting can be archived virtually
o Irony and attempts at humor can easily be forever. Even worse, it can be retrieved and
misunderstood, forwarded in ways that can only be imagined in
▪ So as a receiver it is important to your worst dreams. The best advice, then, is to
clarify interpretations, before jumping take the same approach with mediated
to conclusions. messages that you do in person: Think twice
▪ As a sender, think about how to send before saying something you may later regret.
unambiguous messages so you aren’t LESSON 6
misunderstood. Multimodal Advocacy
Disinhibition Multimodal advocacy involves using a combination of
• Sooner or later most of us speak before we think, blurting different modes or mediums to promote a cause, idea, or social
out remarks that embarrass ourselves and offend others. change. By employing a range of communication modes, advocates
• The tendency to transmit uncensored messages can be can reach a broader audience and convey their message more
especially great in online communication, where we
effectively. Modes can include written text, visuals, audio, video,
don’t see, hear, or sometimes, even know the target of
our remarks. interactive content, and more.
This disinhibition can take two forms.
• First: Sometimes online communicators volunteer
personal information that they would prefer to keep
confidential from at least some receivers.
o Consider the example of social networking sites
like Facebook, Twitter and Instagram.
o A quick scan of home pages there shows that
many users post text and images about
themselves that could prove embarrassing in
some contexts: "Here I am soon after I got
drunk." "This is me in Boracay after a long
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at practical point of view it might seem like an ordinary graphical
representation of two puppets; with one of its strings cut off,
However, the image sumbolizes a deeper message intended to be
analyzed by audience who see it.
Advocacy Campaign
An advocacy campaign is a coordinated series of
activities and efforts designed to promote a particular cause, idea,
or policy. The goal of such a campaign is typically to raise
awareness, influence public opinion, and ultimately bring about
positive change or support for the advocated issue. Advocacy
campaigns can be conducted by individuals, organizations, or
groups seeking to address social, political, environmental, or other
issues.
Communication is central to an efficient advocacy.
First, good interpersonal communication is vital inside the
advocacy effort itself - among colleagues, leaders, constituents,
and allies of your advocacy. Second, communication strategies
need to reach, educate, and persuade external audiences, from
policymakers to communities.
The Road to a Successful Advocacy Campaign
A successful advocacy campaign begins with asking
question. it is vital that you inquire the real issues or problems are
and that you explore the reasons why these issues or problems
exist at a deeper social level. these help you begin your case in
terms of the needs of your audience and explore solutions that help
your organization advance the broader social good.
JUMPSTARTING
a. Developing your message
- your advocacy message is what you choose to say about
your issue, its solution, and who you are. To develop a
message, you will need information to back up the
argument you see. In order to do this, you should:
o Know your audience
o Know your political environment
o Keep your message simple and brief
o Use real life stories and quotes
o Use precise, powerful language and active verbs
o Use clear facts and numbers creatively
o Adapt the message to the medium you are
going to use
o Allow your audience to reach their own
conclusion
o Encourage audience to take action
o Present possible solutions
b. Delivering your message
- involves careful attention to how the information will be
transmitted and to whom or what the message will
convey.
c. Choosing the right medium
- depends on who you are speaking to, what you want to
say, your purpose and your ability to work with that
medium.
Resources
Making your advocacy newsworthy depends on how you
package your message, who delivers it, and whether you can
persuade media that it is newsworthy. The aim is to extend your
message. Pursue your advocacy using traditional and digital media
provided that you have the resources to do so.
A. Press Release
- Aims to attract journalist to cover an upcoming event or
one that has just occured. Some journalist receive
hundreds of releases a day, which makes the competition
to get your advocacy across very step.
B. Radio and Television Programs
-Public education program that aim to change attitude
and behavior often depict a familiar human story and
illustrate alternative ways of seeing and resolving
common problem. Similar to these programs, you can use
radio or television or both, in getting your message
C. Theater and Songs
-Street theater and songs can reach a wide range of
people. They are particularly useful in situations where
mass media reaches only a fraction of the population. The
combination of entertainment, real life dramas, thought-
provoking information and interaction engages people in
a way that no other media can. Street theater and songs
work for both literate and non-literate populations.
D. Pamphlets, Comic Books and Photos
-Pamphlets and other simple materials can help push
your advocacy. They can be cheap and, where
information is scarce, will likely attract an audience,
depending on literacy levels. The challenge is making the
content and design educate and entertain.
EXAMPLE FRAMEWORK:
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