Presentation No.

04

CULTURAL
CONTEXT
Purposive Communication
Learning
Objectives
01 Explain Cultural Context of
Communication

02 Distinguish Individualism &

Collectivism Cultures

03 Evaluate Philippine Culture -

Communication
 True intent of the
message is not
communicated
verbally
High Culture?
In high-context Focus on long term
relationships
cultures, the
listener is already Non verbal cues like tone of voice,
“contexted” and eye movements, gestures and facial
expressions carry a great deal of
does not need to meaning
be given much Communication is
background indirect, implicit,
information. subtle, layered and
nuanced
 Repetition is
often used to
provide the
Low Context necessary clarity
The purpose and outcome of
Culture? the communication takes
precedence over interpersonal
Expects messages relationships.
to be professional,
Requires attention to the literal
efficient, and linear meanings of words than to the
in their logic. context surrounding them

Conclusions are
Communication is concise,
explicitly stated. straight forward, explicit,
simple and clear
 INDIVIDUALISM
VS.
COLLECTIVISM

Collectivism is a worldview that places

Individualism is a cultural
worldview and political
ideology that emphasizes
personal rights, freedoms,
and individual achievement
(Cohen, Wu & Miller, 2016).
high importance on the group or
community as a whole. It tends to
prioritize collective goals and
responsibilities at the expense of
individual rights and freedoms (Cohen,
Wu & Miller, 2016).
 STRENGTHS OF
INDIVIDUALISM
01
Freedom and Autonomy:
Individualism promotes personal
freedom and autonomy, where
individuals are encouraged to
pursue their own path in life
(Cohen, Wu & Miller, 2016).

02 Innovation and Creativity:

Individualistic societies tend to
embrace and celebrate
innovation and creativity.
Independent thinking and a
unique identity are encouraged
(Oyserman et al., 2002).
 WEAKNESS OF
INDIVIDUALISM
01 Inequality: Individualism celebrates
success and wealth, but this can
also lead to social and economic
inequality as it embraces
competition and self-interest over
collective welfare (Cohen, Wu &
Miller, 2016).

02
Social Isolation: Individualism means that
societies tend not to feel the need to look
after one another to the same extent as
collectivist cultures. This lead to social
isolation for vulnerable and marginalized
people (Triandis, 2018).
 STRENGTH OF
COLLECTIVISM
01 Group Cohesion and Support:
Collectivism has a strong focus
on group bonds and mutual
support among the group’s
community members (Triandis,
2018).

02 Collective Welfare: Collective

welfare is prioritized highly, and the
individual is expected to have a
responsibility to the group. This
tends to reduce social and
economic inequalities (Oyserman et
al., 2002).
Assessment:

Write an essay about our

Philippine Culture when it
comes to communication.
Relate your thoughts/
essay on the discussed
topic.

RUBRIC:
Content : 50%
Technicalities: 50%