THE READINGS IN PHILIPPINE HISTORY
MODULE 1-4
SEM 2 | 2024
MODULE 1: Communication in
Multi-Cultural Settings
WHAT IS CULTURE?
● from the Latin word “cultura”, which
means cultivation characteristics of a
particular group of people
● the language, religion, cuisine, social
habits, arts and music, beliefs,
customs, institutions, and
achievements of the people that
inhibits in a certain community or
place.
● CULTURE IS ABOUT US.
● Culture is likened to an “iceberg”
(Doringer, 2014)
● What is visible, or on the surface, is
only the “tip”.
● There is so much more about culture
and it is that big part which is
submerged in water.
● There is a lot more to discover and
learn in order to connect and
reconnect with the people around
us.
● It is likewise like an “onion” where
the thin outside layer stands for the
superficial representations of culture.
● Ex: Filipinos attending mass, praying
the rosary, etc.
● Next layer may be the systems and
institutions.
● Ex: Christian faith, democracy, close
family ties
We should make the effort to learn
the inner layers – the invisible and
unnoticeable – and better understand the
other side for communication to succeed.
1
CATEGORIES OF CULTURE
● Material Culture
● Non-Material Culture
MATERIAL CULTURE
● refers to the material or physical
objects and resources that is used
by people to define their perceptions
and behavior.
● example: products, tools, temples,
mosques, churches, etc.
NON-MATERIAL CULTURE
● refers to non-physical ideas that
individuals have. It also refers to the
intangible things produced by culture
or parts of a culture that you cannot
hold, taste, feel or touch.
● example: morals, languages,
dialects, rules, values, beliefs, ETC.
WHAT IS INTERCULTURAL
COMMUNICATION?
● exchange of information between
people from different cultures.
3 DISTINCT PURPOSES OF
INTER-CULTURAL COMMUNICATION
CULTURE SPECIFIC
● identifying the communication
behaviors of and finding out what is
yet unknown in a country’s culture..
CULTURE GENERAL
● seeks to understand common
features across cultures
THE READINGS IN PHILIPPINE HISTORY
MODULE 1-4
SEM 2 | 2024

● Ex: the particular proud and

MULTI-CULTURALISM
self-conscious identity of Filipinos
and Mexicans may have come from
their being both colonized by Spain ● superficial approach to the existence
for centuries and tolerance of different cultures
● accepting some and distancing from
INTER-CULTURAL INTERACTION others (food, dance, dress, a few
● combines culture-specific and words of greetings)
culture-general
● example: combined Chinese and
CROSS-CULTURALISM
Filipino traditions

Through inter-cultural ● goes a bit deeper

communication, nations can engage in ● limited understanding
favorable interactions.

INTER-CULTURALISM
DIMENSIONS OF CULTURAL
DIFFERENCES (HOFSTEDE, 2005) ● more efforts to better understand
others as well as ourselves
IDENTITY/INDIVIDUALISM VS. ● not easy, often messy
COLLECTIVISM ● but when gotten right, it will be
● personal wants/needs or social rewarding
harmony of the group ● acknowledges complexity and aims
to work through it to a positive,
EQUALITY VS. COLLECTIVISM inclusive and equitable outcome
● Equality vs. statusy and position
MODULE 2: The Talk Aspect in
UNCERTAINTY AVOIDANCE VS. Communication
TOLREANCE
● Reducing risks or problems or CHARACTERISTICS OF GREAT
tolerating mistakes SPEAKERS

MASCULINITY VS. FEMININITY

1. Confidence
● valuing things associated with men
2. Passion
and women
3. Familiarizing, not memorizing
4. Natural voice
SHORT TERM VS. LONG TERM
5. Authentic
ORIENTATION
6. Keeping it short and sweet
● immediate benefits or long-term
7. Connection
ones
8. Vividness

2
THE READINGS IN PHILIPPINE HISTORY
MODULE 1-4
SEM 2 | 2024

FIRST FUNCTION OF TALK - THIRD FUNCTION OF SPEECH -

INFORMATIVE (neutral) ENTERTAIN, HONOR, PRAISE, ETC.

TYPES OF INFORMATIVE TALKS ● To perform a ritual appropriate to

occasions
1. Public lecture ● High points of everyday life –
2. Status report christenings, weddings, graduation,
3. Briefing awarding, inaugurals, promotions,
4. Fireside chats or informal conversations retirement,
5. Chalk talk- class like discussion

GENERAL TYPES OF SPECIAL

ORGANIZATIONAL PATTERNS FOR
OCCASION SPEECHES
INFORMATIVE SPEECHES

COURTESY
1. Chronological - in order
● Introduction, presentation,
2. Spatial – organize according to its
acceptance
significance
3. Topical- main points developed according
to topic within an overall topic CEREMONIAL
4. Narrative – demonstration of a topic/ ● Commencement, commemoration
subject (testimonials, tributes, eulogies)

CONTEST
SECOND FUNCTION OF TALK - ● Original oratory, extemporaneous,
PERSUASIVE intepretations

● Role of speaker is to promote, is a

proponent, an advocate
TYPES OF SPEECHES BASED ON
● Speaker is NOT neutral; he takes on
DELIVERY
a position and stands by it

ELEMENTS OF PERSUASION IMRPOMPTU

● On the spot
1. Ethos (Greek) – character
2. Pathos – appeal to emotions EXTEMPORANEOUS
3. Logos – use of logic to persuade ● Based on research and facts; can be
audience read or memorized

MANUSCRIPT
● Read from pre-written script

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THE READINGS IN PHILIPPINE HISTORY
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SEM 2 | 2024
MEMORIZED
● same as manuscript; harms the
connection of the speaker and the
audience.
MODULE 3: Non-Verbal Communication -
Areas of Domain
NON-VERBAL COMMUNICATION
● The transfer of information from one
person to another without the use of
words or spoken language.
● Can be done in many ways, facial
expressions, gestures, and body
posture or position.
TYPES OR KINDS OF NON-VERBAL
COMMUNICATION
CHRONEMICS
● something to do with time.
● Example: tapping or pointedly
looking at one’s watch
KINESICS
● motion (paggalaw), movement
● Example: a baby moving restlessly
in his crib due to the heat
PROXEMICS
● physical distance
HAPTICS
● sense of touch
● Example: a mother rubbing her
baby’s back for comfort
OCULESICS
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● eye contact/movement
● Example: a guy gibing a playful wink
to his girl classmate
ICONICS
● symbols, gesture
● Example: a signage of a “no
smoking” place outside a door
OLFACTICS
● study of smell in humans
● Example: wife refusing to go near
her husband who reeked with the
smell of alcohol
GUSTORICS
● sense of taste
● Example: daughter ecstatically
closing her eyes in appreciation of
the food prepared by her mom
OBJECTICS
● display of objects (Clothing,
ornaments) to stand for something
● Example: a white flag, cloth to mean
peace of surrender
PARA-LANGUAGE (VOCALICS)
● voice properties: tone, volume, pitch,
manner of speaking etc. to convey
meaning; including Textual
para-language (TPL) as in the use of
emojis
● Example: The teacher’s voice rose
in volume and pitch when a group of
students kept on talking despite her
repeated attempts to make them
stop
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MODULE 4: Language Register, Genre,
and Style
REGISTER
● the level of formality or informality of
language
● it is important to know how to move
from one register to another
depending on who your audience is
● ability to properly move in various
registers helps increase the chance
of being accepted and understood in
a variety of contexts.
GENRE
● one’s knowledge of a genre can
make or break the communication
act
● multiple genres have emerged
(dramedy, sci-fi, etc.)
● term for outputs (research article,
news page, text message)
STYLE
● it carries the intended meaning to
meet the needs of communication
● word meanings differ in diverse
languages (American vs. British),
general or specific (travel – drive,
cruise…)
LANGUAGE IS DYNAMIC
● Communicators should be prepared
to adjust to changes.
5
● So, continue to be aware, read,
study, observe, learn, adapt.
● As a communicator, try to learn
about the others in the process.
● Examples:
- Russian handshake is a sign of
goodwill but not in the case of a man
shaking the hand of a woman which
may be considered impolite, rude.
- The Filipino tradition of wearing
black or pinning something black on
their dress or shirt when in mourning
- For the Chinese, mourners wear red.
5 LANGUAGE REGISTERS
FROZEN OR STATIC
● it does not change; it is cultural,
uni-directional, recited from rote
memory
● Ex: Lupang Hinirang, pledge of
allegiance, prayers, laws, old
grammar, etc.
FORMAL
● academic; used in research,
business presentations; no slang,
colloquialism, no contractions
CONSULTATIVE
● language used when speaking with
an expert or a figure of authority
● Ex: doctor and patient, teacher and
student, lawyer and client
CASUAL
● full of slang, colloquialism,
sometimes, even vulgarities
● Ex: among classmates, friends,
groups; seen in blogs, chats
THE READINGS IN PHILIPPINE HISTORY
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SEM 2 | 2024
INTIMATE
● used by people in very close
relationships
● Ex: lovers and their terms of
endearment mother with a pet name
for her child best friends who have
their own language
GENRE
● a category of an artistic composition,
as in music, literature, characterized
by similarities in form, style or
subject matter
● genres and sub-genres
● Prose and poetry
● Literature: Fiction, non-fiction;
drama, comedy, folklore, mythology,
sci-fi, action, super hero movies, etc
GENRE ALSO REFERS TO LANGUAGE
USE FOR SPECIFIC PURPOSES
1. To inform
2. To convince/persuade
3. To actuate
5 DISTINCT GENRES OF LANGUAGE
THE LANGUAGE OF INFORMATION
● straightforward, no opinion, no
argumentation
● clear, provides facts and figures to
avoid ambiguity
● objective
THE LANGUAGE OF PERSUASION
● case of for or against a point of view
● tries to influence opinions by
appealing to these elements
espoused by Aristotle
● logos/logic/reason
6
● ethos
● pathos
THE LANGUAGE OF ARGUMENTATION
● presents a viewpoint, tries to win the
reader over by appealing to logic
rather than emotion
● calm and logical
● issues that are voted upon say, in a
plebiscite, are examples
THE LANGUAGE OF NARRATION OR
DESCRIPTION
● telling a story
● establishes situation, plot, setting,
conflict, resolution
THE LANGUAGE OF AESTHETIC
● creates materials, artistic works
● uses wordplay, literary devices
● poetry, novels, other works of fiction
● non-fiction aspect: found in
journalism
GENRE
● It is based on aesthetic/artistic
preferences.
● It is up to the writer how he wants to
present his message, depending on
his personality, objective, setting,
audience.
● The style of academic language is
clear, objective, coherent and with
minimum of misinterpretation, if at all
● Plain, straightforward, using simple
familiar words
● Active voice is emphatic; the passive
voice is wordy.
● A combination of both is good for
academic writing.
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● Hedged – use of cautious language

3 POINTS OF COMMUNICATION
subject matter
- writer - reader good luck siguro?
- eze.
LITERARY STYLE
● draws a line from the writer to the
subject matter
● Writer is obsessed with the artistry
and word choice on the subject
● here, the reader gets out of focus.

CRITICAL WRITING
● The line is drawn from writer to
reader; the subject matter fades
away while the writer gets to be
popular.
● Ex: newspaper columns, editorial, a
critique, an expose

TECHNICAL WRITING
● Informative, objective
● Relates subject matter and reader
● To inform, persuade, and instruct the
reader

PLAIN STYLE VS. ARTISTIC STYLE

● plain style is acceptable among
scientists, technical people
(according to Whitburn, 1978)
● BUT, science writing, to avoid being
bland, should be presented in a
creative manner (Smith, 2010)

FISH FORMULA
● Formal – not your everyday kind of
conversational tone
● Impersonal – use of third person
● Structured – active or passive