Module 1: Introduction To Communication
Lesson 1: The Basics of Communication
Communication is a process of sending and receiving
information among people.
Communication facilitates the spread of knowledge and forms
relationships between people.
What is the difference between language and
communication?
Language is a distinctly human activity that aids in the
transmission of feelings and thoughts from one person to
another.
It is how we express what we think or feel—through soundslevel. It is not really language vs. communication;
and/or symbols (spoken or written words), signs, posture, andit is language and communication.
gestures that convey a certain meaning.
Among people, language is the primary means of
communication. It is through language communication,
spoken or written, that we are able to share our ideas,
opinions, views, and emotions with another person.
Over time, languages have been passed down
verbally through generations and eventually
reduced to some form of written record.
Language, as a tool, primarily occurs in auditory
channels and is open to dynamic change. The
written form is an unchanging set of material by
which others can learn to communicate in a given
language and has, therefore, become a vital aid to
global human communication.
The Definition of Communication
Communication - described as, “an act of
interchanging ideas, information, or messages
from one person or place to another, via words
or signs which are understood to both parties.”
Communication is necessary for any group to
function effectively. It is, at its core, a two-way
activity, consisting of seven major elements:
sender, message, encoding, channel, receiver,
decoding, and feedback.
A message is encoded then sent from one
individual (sender) to another (receiver), through
a channel. That message is then decoded and
given feedback, if communicated effectively.
Variety of communication channels available:
face-to-face, phone calls, emails, social media
platforms, brochures, advertisements, television,
signs, fliers, reports and more.
Feedback is essential, for it is then that the
process of communication comes full circle.The
process of communication affects all sensory
channels, as it can occur in a variety of ways
LANGUAGE VS. COMMUNICATION:
WORKING TOGETHER
Communicating with others is a basic human
need. Healthy living involves interacting and
engaging with others. And our primary means of
doing so is through shared language. As we
obtain the capability of communicating across
languages, we achieve interaction at the global
Shared language is critical to such vital functions
as business and education. We are living today in
an interconnected global community, where
communicating through shared language is
increasingly possible.
Overall, communication has a wider scope than
language, as communication encompass
( include) language.
(Analogy) communication as the car, language
as the road. The car of communication can go
down another road (another language), or even go
off-roading.
Besides language, the communication tool set is
comprised of things like empathy, knowledge,
body language, facial expressions, and intonation.
THE NATURE OF COMMUNICATION
Four Key Terms of Communication
1. PROCESS – continuity. The circumstances that
occur before starting a conversation and even the
incidents that follow it may still affect future
conversations. This indicates that communication
is a PROCESS that is constantly moving and
continuously changing. Communication is
considered a process because it is an activity in
itself. Communication as a process is continuous,
moving and ever changing.
2. SYSTEM - phrases such as “oneself to another
entity,” “from a source to a receiver,” and “people
interact” suggest that communication operates
within the SYSTEM. Wood(2012) defined system
as interrelated parts that affect one another. To
effectively communicate and interpret a message,
it is important to understand the system within symbol that you likely to interpret as warning or
which communication takes place. danger.
3. SYMBOLS – when people communicates, they 6. Encoding and Decoding –
rely on symbols - a concrete representation of
Encoding – is defined as the process of
something abstract. It is a tangible counterpart
translating an idea or a thought into a code.
of something intangible. Communication is
Decoding – the process of assigning meaning to
symbolic as it involves interaction with and
an idea or a thought.
through symbols.
7. Noise or Barrier Noise – refers to any
4. MEANINGS – heart of communication. when
interference in the encoding and decoding
people communicate, they attach meaning to the
process which affects the clarity and
symbols use( either verbal or non-verbal) with the
understanding of a message.
intent that the person/s they are communicating
with share the same meaning as intended. Four types of Noise
7 ELEMENTS OF COMMUNICATION 1. Physical Noise - interference that is external to
both speaker and listener; it hampers the physical
transmission of the signal or message
2. Physiological Noise - created by barriers
within the sender or receiver.
3. Psychological Noise - mental interference in
the speaker or listener.
4. Semantic Noise - interference created when the
1. People - People who are involved in the
speaker and listener have different meaning
communication process assume two roles – both
systems.
as sources and receivers of the message.
The source/sender – message
VOICE QUALITIES
The receiver – target of the message
2. Message – the verbal and non – verbal form
of the idea, thought, or feeling that one intends to
communicate to another person or group of
people.
Verbal message – language
Non-verbal message - gesture, body movements,
sign languages and facial expression.
3. Channel - It refers to the means with which the Voice is the production of sound
message is delivered.
Speech is the combination of sounds so that they
4. Feedback - It is the receiver’s verbal and non- become symbols that represent meanings to both
verbal response to the source’s message. When speaker and listener.
one delivers a message, a response is expected.
The distinctive characteristics of voice that
5. Code - In human communication, this code makes it pleasant or unpleasant hear it is quality.
pertains to language. Is a systematic arrangement This is often referred to as a “timbre” or “tone
of symbols used to create meanings in the mind of color” and it results from the weight exerted on
another person/s. the vocal chords by the resonators in the process
Example: If someone yells “ stops “ as you of speaking.
approach a street, the word stops serves as a
Quality of a voice is determined by the
combination of resonances (richness and
volume) of sound, tone, and timbre between
individual and voices so that you are able to
identify one person to another.
The difference between a good voice with
unpleasant ones; It should be Understandable,
Clear, Pleasant and Varied.
Five common voice qualities:
1. The Normal Voice - In conversation, you
speak naturally showing little or no emotions.
Example is in praying. We just speak showing our
natural voice.
2. The Breathy Voice - Create an atmosphere of
secrecy and mystery you use a breathy or a
whispery voice. Whispered type of tone is an
“aspirate” quality of the voice best heard in the
“stage whisper”. Ex: The partner of The Lord of
the Rings- Precious, using breathy voice.
3. The Full Voice - In many forms of public
speaking when the voice must be projected to a
greater distance, or when an occasion is formal
and dignified you use the full, deep quality of your
voice. This is also known as the “orotund” (round
mouth quality). It is used to create a mood of
reverence and solemnity.(Respect and dignity).
4. The Chesty Voice - This is a deep hollow voice
as if coming from a deep and empty cave. Its
voice quality has less nasal resonance and its
accompanied vibration in the bony structure of the
upper chest thus making it a chesty voice with a
“pectoral” quality. It is used as part of a spirit or a
ghost voice.
5. The Thin Voice - This voice quality is thin and
high-pitched, the high pitch being its chief
characteristics. This “Falsetto” kind of voice is
featured as a weakening voice, extreme fatigue,
old aged, ill-health or extreme excitement.
VOLUME AND VOICE PROJECTION
Volume is the degree of loudness, and
projection is the process of directing the voice to
a specific target. To project your voice, define
your message and identify the target or focus of
the message.
Target - This is the particular direction to which
you are aiming and addressing –the person
directly in front of you, those in the last row, or
the entire audience.
Voice Focus - Requires focusing your voice on a
definite direction. Two significant factors help in
this aspect-the purpose and nature of your
message.
Guidelines to achieve volume and project your
voice well:
1. Carry your tone or throw out your voice as far
as the speech and the situation will require
2. Practice proper breath control.
3. Identify your listeners and acknowledge your
audience; reach out everyone in the room and
direct your voice to them.
4. Develop a very positive attitude toward
speaking to an audience.
5. Cultivate a sense of participation with your
listeners.
6. Always direct your thoughts toward the last row
of listeners ensuring that your message will reach
them.
THE DIFFERENT MODELS OF
COMMUNICATION
1. Aristotle’s Model of Communication
Aristotle (384-322 B.C) was a Greek philosopher
and writer born in Stagira, Northern Greece. He
was also the teacher of Alexander the Great. He
studied physics, logic, mathematics, etc.
While exploring the human nature scientifically,
Aristotle developed a linear model of
communication for oral communication known as
Aristotle’s Model of Communication. This is
considered as the first model of communication
and was proposed before 300 B.C. It is also the is
most widely accepted among all communication
models.
It is mainly focused on speaker and speech. It can
be broadly divided into 5 primary elements:
Speaker, Speech, Occasion, Audience and Effect.
The Aristotle’s communication model is a speaker
centered model as the speaker has the most
important role in it and is the only one active. It is
the speaker’s role to deliver a speech to the
audience. The role of the audience is passive,
influenced by the speech. This makes the
communication process one way, from speaker
to receiver.
The speaker must organize the speech beforehand,
according to the target audience and situation
(occasion). The speech must be prepared so that
the audience be persuaded or influenced from the
speech.
He believed “Rhetoric” is the study of
communication and persuasion and different
message or speech should be made for different
audiences at different situations to get desired
effects or to establish a propaganda. This model
was highly used to develop public speaking skills
and create a propaganda at that time so, it is less
focused on intrapersonal or interpersonal
communication. Even if the model is speaker
oriented and focuses on audience interaction in
communication, there is no concept of feedbacks.
Ex: A politician (speaker) gives a speech to get
votes from the civilians (audience) at the time of
election (occasion).
The speech must be clear as well as the speaker
must have a very good non-verbal communication
with the audience like eye contact.
Three Critical Elements of a Good Communicator
1. Ethos - is the characteristic which makes you
credible in front of the audience. If there is no
credibility, the audience will not believe in you
and will not be persuaded by you. Expertise and
positions also give credibility to a person.
Ex: The mass will not listen to the promises of a
corrupt politician, but if a politician is known for
his good deeds, there’s a high change his speech
will be heard.
2. Pathos - If what you say matters to them and
they can connect with it, then they will be more
interested and they will think you are more
credible. Emotional bonds will make the
audience captivated and they feel the speaker is
one of their own people.
Ex: If people of a village needs water and the
politician tells them that he will help in building
roads, the people will not get influenced but might
be more influenced if he says he’ll build a dam for
drinking water and irrigation.
3. Logos – Logic. People believe in you only if
they understand what you are trying to say. People
find logic in everything. If there is no logic behind
the speaker’s work or time, they do not want to
get involved. Everybody has a sense of reason.
You must present facts to the audience for them to
believe in you.
Ex: A presenter using factual data in an awareness
program will attract the audience’s attention and
will make them believe in the need of awareness
in the particular matter.
Criticism of Aristotle’s Model of Communication
- There is no concept of feedback; it is one way
from speaker to audience.
- There is no concept of communication failure
like noise and barriers.
- This model can only be used in public
speaking.
2. Shannon and Weaver Model of
Communication
Claude Shannon & Warren Weaver
In 1948, Shannon was an American
mathematician, Electronic engineer and Weaver
was an American scientist both of them join
together to write an article in “Bell System
Technical Journal” called “A Mathematical
Theory of Communication” and also called as
“Shannon-Weaver model of communication”.
This model is specially designed to develop the
effective communication between sender and
receiver. Also they find factors which affecting
the communication process called “Noise”. At
first the model was developed to improve the
Technical communication. Later it’s widely
applied in the field of Communication.
The model deals with various concepts like
Information source, transmitter, Noise, channel,
message, receiver, channel, information
destination, encode and decode.
Sender : The originator of message or the
information source selects desire message
from external sources. Ex: If there is any
problems occur in network which directly affect
the mobile phone communication or distract the
messages.
Practical Example of Shannon-Weaver model
of communication:
Thomson made call to his assistant “come here I
want to see you”. During his call, noise appeared
(transmission error) and his assistant received “I
want” only. Again Assistant asked Thomson
(feedback) “what do you want Thomson”.
Sender: Thomson

Encoder : The transmitter which converts the Encoder: Telephone (Thomson)

message into signals.
Note: The sender’s messages converted into
signals like waves or Binary data which is
compactable to transmit the messages through
cables or satellites. Ex: In telephone the voice is
converted into wave signals and it transmits
through cables.
Decoder : The reception place of the signal which
converts signals into message. A reverse process
of encode
Channel: Cable
Noise: Distraction in voice
Reception: Telephone (Assistant)
Receiver: Assistant.
Due to transmission error or noise, Assistant can’t
able to understand Thomson’s messages.
*The noise which affect the communication flow
between them.

Note : The receiver converts those binary data 3. David Berlo’s SMCR Model of
or waves into message which is comfortable and Communication
understandable for receiver. Otherwise receiver
In 1960, David Berlo postulated Berlo’s Sender-
can’t receive the exact message and it will affect
Message-Channel-Receiver (SMCR) model of
the effective communication between sender and
communication from Shannon Weaver’s Model of
receiver
Communication (1949). He described factors
Receiver : The destination of the message from affecting the individual components in the
sender communication making the communication more
efficient.
Note : Based on the decoded message the
receiver gives their feed back to sender. If the
message distracted by noise it will affect the
communication flow between sender and receiver.
Noise: The messages are transferred from encoder
to decoder through channel. During this process
the messages may distracted or affected by
physical noise like horn sounds, thunder and
crowd noise or encoded signals may distract in
the channel during the transmission process which
affect the communication flow or the receiver
may not receive the correct message
Note : The model is clearly deals with external
The model also focuses on encoding and
noises only which affect the messages or signals
decoding which happens before sender sends
the message and before receiver receives the
message respectively. Berlo’s Model has mainly,
four components to describe the communication
process. They are sender, message, channel and
receiver.
Components of Berlo’s Model of Communication
Sender - is the source of the message or the
person who originates the message. The person or
source sends the message to the receiver. The
following are the factor related to sender and is
also the same in the case of receiver.
Communication Skills - of a person is a factor
that affects the communication process. If the
sender has good communication skills, the
message will be communicated better than if the
sender’s communication skills are not good.
Similarly, if the receiver cannot grasp the
message, then the communication will not be
effective. It includes the skills to speak, present,
read, write, listening, etc.
Attitude - of the sender and the receiver creates
the effect of the message. The person’s attitude
towards self, the receiver and the environment
changes the meaning and effect of the message.
Knowledge - Familiarity with the subject of the
message makes the communicated message have
its effect more. Knowledge on the subject matter
makes the communicator send the message
effectively.
Social Systems - Values, beliefs, laws, rules,
religion and many other social factors affect the
sender’s way of communicating the message. It
creates difference in the generation of message.
Place and situation also fall under social systems.
Culture - Cultural differences make messages
different. A person from one culture might find
something offensive which is very much accepted
in another culture.
Message – is the substance that is being sent by
the sender to the receiver. It might be in the form
of voice, audio, text, video or other media. The
key factors affecting the message are
Content - is the thing that is in the message.
The whole message from beginning to end is the
content.
Elements - are the non-verbal things that tag
along with the content like gestures, signs,
language, etc.
Treatment - is the way in which the message is
conveyed to the receiver. It also effects the
feedback of the receiver.
Structure - of the message or the way it has been
structured or arranged, affects the effectiveness
of the message.
Code - is the form in which the message is sent.
It might be in the form of language, text, video,
etc.
Channel - is the medium used to send the
message. In mass communication and other forms
of communication, technical machines might be
used as a channel like telephone, internet, etc. But
in general communication, the five senses of a
human being is the channel for the communication
flow and it affects the effectiveness of the channel.
Hearing – We receive the message through
hearing.
Seeing – We perceive through seeing. We also get
non-verbal messages by seeing.
Touching – Many of the non-verbal
communication happens from touching like
holding hands.
Smelling – We collect information from smelling.
Tasting – Taste also provides the information to
be sent as a message.
Receiver - is the person who gets the message
sent in the process. This model believes that the
thinking pattern and all other factors mentioned
above must be in sync to that of the sender for the
communication to be effective. The message
might not have the same effect as intended if the
receiver and sender are not similar. The receiver
must also have a very good listening skill. Other
factors are similar to that of the sender.
4. Laswell’s Communication Model
Lasswell’s communication model has 5
components which is used as an analysis tool for
evaluating the communication process and
components. The components are the questions to
be asked to get the answers and keep
communication going.

Control analysis helps the sender to have all the
power.
Content analysis is associated to stereotyping and
representation of different groups politically. It is
also related to the purpose or the ulterior motives
of the message.
Media analysis represents which medium should
be used to exercise maximum power against the
receivers.
Audience analysis shows who are the target
population to be manipulated or brain-washed.
Effect analysis is done before the process starts. It
is used to predict the effect of message over the
target population to be exploited.
Explanation of Lasswell’s Communication
Model
Though Lasswell’s model was developed to
analyze mass communication, this model is used
for interpersonal communication or group
communication to be disseminated message to
various groups in various situations.
Lasswell’s model was developed to study the
media propaganda of countries and businesses at
that time. Only rich people used to have
communication mediums such as televisions and
radios back them. It was made to show the mass
media culture.
Lasswell also brought the concept of Effective
Communication Process. He talked about the
relation between presentation of facts and how it
generates different effects. The use of the concept
of effect makes Lasswell’s model non-linear
unlike it’s name. It’s because effect can also be
taken as feedback.
Though, generally, the component of effect was
made to be more about outcome of the message,
the model is applied in different medias and fields
despite being developed specifically for mass
communication.
This model is similar to the communication model
proposed by Claude Shannon and Warren Weaver.
Their model is more graphical than Lasswell’s.
George Gerbner who is the founder of the
cultivation theory, expanded Lasswell’s model
and included the concept of reaction of the
receiver.
Disadvantages and Criticisms of Lasswell’s
Model
The major criticism of Lasswell’s Model is that it
does not include feedback and it ignores the
possibility of noise. Without feedback, a
communication process cannot be fruitful.
Lasswell’s model is very linear and does not
consider barriers in the communication
process.
The model is also criticized for being very
general and only including very traditional
topics. The model is very simplistic. The model is
said to be propaganda based as it is more focused
on the resulting outcome and generally used for
media persuasion.
5. Helical Model of Communication
“If you’re born today, you’ve limited
expressions”- Frank Dance
Frank Dance proposed a communication model
inspired by a helix in 1967, known as Helical
Model of Communication. A helix is a three
dimensional spring like curve in the shape of a
cylinder or a cone.
Helix is compared with evolution of
communication of a human since birth to
existence or existing moment. Helical model
gives geometrical testimony of communication.
The model is linear as well as circular combined
and disagrees the concept of linearity and
circularity individually.
Concept of Helical Model of Communication
Helical model of communication introduces the
concept of time where continuousness of the
communication process and relational
interactions are very important.
Communication is taken as a dynamic process in
helical model of communication and it progresses
with age as our experience and vocabulary
increases.

At first, helical spring is small at the bottom
and grows bigger as the communication
progresses. The same effect can be seen with
communication of humans, where you know
nothing about a person at first and the
knowledge grows steadily as you know the
person better. It considers all the activities of the
person, from the past and present.
Communication is affected by the curve from
which it emerges which denotes past behavior and
experiences. Slowly, the helix leaves its lower
levels of behavior and grows upward in a new
way. It always depends on the lowest level to form
the message. Thus, the communicative
relationship reaches to the next level in which
people share more information.
Communication is supposed to be continuous and
non-repetitive. It is always growing and
accumulative.
Ex: Communication evolves with the child crying.
This is where the helix is small at the bottom. And
he continues communication, the helix gradually
grows. When the communication becomes more
complex, the spiral grows wider. From then on, it
grows steadily as his life goes on.
Advantages of Helical Model of
Communication
1. The model assumes sender and receiver to be
interchangeable and makes communication
process to be two way.
2. The model takes the communication process
speculative and intellectual.
Disadvantages of Helical Model of
Communication
1. The model is taken as more simple than it
should be.
2. Some critics don’t take it to be a model as it has
very few variables.
3. It is not testable because it is abstract.
4. It is not represent in a systematic and orderly
way.
5. Variables cannot be differentiated in this model.
6. Continuity may not always be true for
communication. There might be breaks in
situations as well as events can be meaningless,
forced or unproductive.
7. The purpose of communication is not always
growth.
6. Schramm’s Field of Experience Model
This model shows how meaning is transferred
from one person or group to another. Here he
added Field of experience: are based on individual
beliefs, values, experiences a nd learned meanings
both as an individual or part of group.
He suggest that message can be complicated by
different meaning learned by different people.
Thus, Schramm says Message meaning can be
Denotative or Connotative.
Denotative meaning: it is based on Dictionary
meaning of word. Which is universally same and
accepted by all.
Connotative meaning: based on one’s
Emotional or Personal experiences, thus can be
different for different persons , based upon their
evaluation. Thus, incorporating the study of
human behavior.
Schramm’s Model of Communication, 1954
Another Schramm's model of communication
which is used in both Intrapersonal and
Interpersonal communication. The model takes 3. Determine the elements to discuss. After
communication as a never ending process which identifying the direction to pursue in responding
constitutes messages and feedbacks. to the documentary, you should move into
collecting points and evidence to support it. Based
Each person is both sender and receiver, so
on the aspect that you intend to discuss in the
there must be interpretation of the message on
review, gather sufficient points that are striking
each turn. The interpreted data is known as
from the film to use in proving your reaction. For
information. This makes communication effective
every key point that you identify, also acquire
but might cause problems too as the message sent
examples or evidence from the documentary to
after encoding might not be the same when
use in proving it. All the elements that you pick
decoded by the receiver. So, this model is not
should connect back to the focus of the paper and
conventional like other models that only talk
effectively evaluate your response and purpose of
about sender and receiver.
writing.
Feedback is also a very important component as
4. Create an outline. An outline is a simple plan
it lets the sender know if the receiver has
showing how you intend to present the review. It
interpreted the message as required or not. The
should briefly highlight the introduction, body and
message becomes useless if the receiver does not
conclusion of the paper. The purpose of the
understand it making feedback different than the
outline is to provide you with a ‘blueprint’ of the
expected outcome.
paper and easy reference when writing.
5. Introduce the paper. Begin by giving a brief
and accurate summary of the documentary in the
opening statements of the paper. On this part, you
HOW TO WRITE A REACTION OR RESPONSE
should include basic information about the piece,
PAPER
including its title, producer, characters, and date of
1. Watch the documentary or the Video clip screening among other key elements.
and take notes. You can only be able to write a
6. Evaluate the documentary. This should make
review or response to a documentary when you
up the bulk of the paper, and present a
understand all its elements, contents and message.
comprehensive evaluation of the documentary.
Therefore, it is always advisable that you watch
This section highlights the body paragraphs and
the documentary more than once in order to
should clearly indicate that you have watched and
properly digest it and know what it is all about.
understood the context of the film.
While watching the documentary, it is advisable to
Every paragraph should properly establish and
treat it more like a story or a letter. Note down
explain your position or response to the
some of the striking features of the film, like
documentary, backed with evidence and examples.
characters, scenes, messages and how they are
Devote every paragraph to a particular idea and a
relayed.
few related evidences.
2. Identify the focus of your review. The basis of
7. Write the conclusion. The final paragraph of a
a reaction paper is to present your opinion or
response paper should present a summary of your
thoughts about the documentary. However, these
position on the piece. This can be achieved
should be backed by examples or evidence from
through restating the focus of the paper and the
the film. Academic papers require that you
key points that are discussed in the body
identify a particular angle to pursue in writing,
paragraphs. Remember that the conclusion should
which will be the basis of the paper.
just be short and not open a fresh discussion.
When identifying the focus of your paper do not
Lesson 2: Communication in Multicultural
simply look at the documentary, instead, compare
Settings
it with your general knowledge, other films on the
same subject and even comments from experts in DIFFERENT COMMUNICATION CONTEXTS
that field. You can also relate the documentary to
your personal experiences.
Context - refers to the circumstances and essential to unlock some cultural dimensions,
settings of communication. The following are the provide examples, and explain how they affect
different communication contexts. communication
PERSONAL CONTEXT - It involves the CULTURAL DIMENSIONS IN
background of both the sender and the receiver COMMUNICATION
of the message. Ex. Education, religion, 1. Individualistic Culture vs. Collectivist Culture
socioeconomic status, marital status and other
beliefs.
PHYSICAL CONTEXT - It is the environment
where communication takes place. It include
factors perceived by the senses such as
temperature, humidity, odor, lighting and noise
level.
2. Low-Context Culture vs. High-Context
SOCIAL CONTEXT - It refers to the kind of Culture
relationship that exists between the sender and
the receiver.
PSYCHOLOGICAL CONTEXT - It includes
the emotions and feelings of the participants in
the communication process. It also involves
opinions, judgements, prejudices, attitudes and
perception toward each other.
CULTURAL CONTEXT - sets of beliefs, value 3. Monochronic Culture vs. Polychronic Culture
systems, guiding principles and assumptions
based on one’s race, ethnicity, age, gender, sexual
orientation, gender identity and religion, within
which communication happens.
COMMUNICATION AND CULTURE
4. Uncertainty Avoidance Culture
Communication and Culture are entwined and
inseparable. Culture influences what and how we
communicate with people.
Culture – is defined as set of unique and shared
beliefs & values that guide a certain group of
people on how to think, behave and act.
5. Power Distance
Filipino communication and culture
Ex: Pagmamano & “Po” and “Opo”
Cultural Differences
Americans are more direct or straightforward
when they deliver their messages
Filipinos are non-confrontational. They try to
euphemize or use polite words or expression in 6. Gender Prominence Culture: Masculine
place of ideas that may come across as offensive, Culture vs. Feminine Culture
rude, or harsh.
To increase awareness and to develop competence
in communicating in a multicultural settings, it is

7. Long-term or Short-term Orientation Culture
LESSON 3: Communication through Verbal
and Non Verbal Communication
A. Verbal Communication uses spoken or
written words to communicate a message. On the
other hand, there is also non – verbal
communication which uses body language,
gestures, facial expressions, and even posture to
communicate.
B. Verbal Communication: Language Variety
and Register
Language is a set of arbitrary symbols which
create possible combination of utterances
primarily used for communication. Language
register refers to the level and style of spoken
and written discourse depending on the context
you are in. It determines the vocabulary, tone, and
structure of your language. When you talk to your
friend, you use a more formal language register,
more casual and friendly, than when you talk to
your teacher where you employ a more formal
language register, a polite tone and well-thought
out words.
Three types of Language Registers
1. Formal – this type of register is used in a
professional context. It is highly structured,
impersonal, and more serious in this tone,
vocabulary, and grammar.
2. Informal – Language is casual, personal and
more intimate in its tone, sentence structure, and
choice of words.
3. Neutral – This is a more factual and non-
emotional type of language register.
C. Non-Verbal Communication is our primary
mode to communicate feelings and emotions
which we usually do not express verbally. Non-
verbal expressions are thus more reliable than
words. What you do speaks so loud, I can’t hear
what you say.
Non-Verbal messages refer to the cues that are
sent through body language, posture, gesture,
movements, facial expression, and appearance
that are used in place of or simultaneously with
verbal message.
D. Non-Verbal Messages group
1. KINESICS: USE OF BODY - The technical
name for the interpretation that comes along
with motions when someone communicates is
kinetics. This includes gesture, movements,
posture, eye contact facial expression, and touch.
2. PARALANGUAGE: USE OF VOICE - The
voice should have intelligibility, variety, and
understandable patterns. Intelligibility pertains
to the loudness of your voice rate of your
speech, pronunciation, and enunciation.
Variety refers to your pitch, force, and pause.
3. PROXEMICS: USE OF SPACE - Proxemics
refers to the space in which our interpersonal
communication takes place affects us in many
subtle ways in which we are not always aware of.
Types of Proxemics
1. Intimate – Distance varies from touching to a
space of 1-1.5 feet. Intimate distance is
appropriate only for the most intimate
conversations.
2. Personal Distance - has a space roughly 1-2.5
feet. This is when people meet in an office or on
the street.
3. Social distance - varies from 4-6 feet. This
kind of distance is good for impersonal business.
4. Public distance - starts about 12 feet and
extend as is feasible in a large room.
5. Orientation/geographic location - as
important as distance is the geographic location of
the participants – where people are in relation to
one another.
6. Gestures and Body Movements - Gestures are
probably one of the first means of communication
that human beings developed before oral language
appeared.
7. Postures – body postures are another signal
which is largely involuntary but can communicate
important social signals.
8. Facial Expressions – is a key characteristic of
nonverbal communication, your facial
expression can communicate happiness, sadness,
anger, or fear. This refers to change in the use of
mouth, eyes and cheeks.
9. Silence - This technique is used to convey
meaning either consciously or unconsciously.
Sometimes, silence can convey positive message.
Silence does not mean absence of communication.
10. Chronemics: use of time - As previously
discussed, chronemics refers to how people
perceive and value time. In a monochromic
culture “Time is of the essence.”
Lesson 4: Communications and Globalization
GLOBALIZATION
Globalization is the spread of products,
technology, information, and jobs across
national borders and cultures. In economic
terms, it describes an interdependence of nations
around the globe fostered through free trade. It is a
process of interaction and integration among
the people, companies, and governments of
different nations, a process driven by
international trade and investment and aided by
information technology.
This process has effects on the environment, on
culture, on political systems, on economic
development and prosperity, and on human
physical well-being in societies around the world.
Technology has been the other principal driver of
globalization.
Advances in information technology, in particular,
have dramatically transformed economic life.
Information technologies have given all sorts of
individual economic actors—consumers,
investors, businesses—valuable new tools for
identifying and pursuing economic opportunities,
including faster and more informed analyses of
economic trends around the world, easy transfers
of assets, and collaboration with far-flung
partners.
LANGUAGE AND GLOBALIZATION
“Globalization” is a social process “characterized
by the existence of global economic, political,
cultural, linguistic and environmental
interconnections and flows that make the many of
the currently existing borders and boundaries
irrelevant”. Globalization is not as recent a
phenomenon as economists have generally led us
to believe, although it has undoubtedly operated in
faster and more complex ways since the late 1980s
Globalization is readily increasing in today’s
world. This increase in globalization has many
effects on language, both positive and negative.
These effects on language in turn affect the culture
of the language in many ways. However, with
globalization allowing languages and their
cultures to spread and dominate on a global scale,
it also leads to the extinction of other languages
and cultures.
Language contributes to the formation of culture,
such as through vocabulary, greetings or humor.
Language is in a sense the substance of culture.
Languages serve as important symbols of group
belonging, enabling different groups of people to
know what ethnic groups they belong to, and what
common heritages they share. Without a language,
people would lose their cultural identity.
Languages are, then, the very lifeline of
globalization: without language, there would be
no globalization; and vice versa, without
globalization, there would be no world
languages.
Globalization is deeply controversial, however.
Proponents of globalization argue that it allows
poor countries and their citizens to develop
economically and raise their standards of living,
while opponents of globalization claim that the
creation of an unfettered international free market
has benefited multinational corporations in the
Western world at the expense of local enterprises,
local cultures, and common people.
A. Impact of Globalization on How People
Communicate
The global language system is very much
interconnected, linked by multilingual persons
who hold the various linguistic groups together.
The hierarchical pattern of these connections
closely corresponds to other dimensions of the
world system, such as the global economy and the
worldwide constellation of states.
English is distinguished from the other languages
by having very significant numbers of non-native
speakers, I think it’s going to be the one most
affected by globalization.
We can say that almost everywhere language is
used as an identity to be part of the “world
system” now, and the thing about any system that
integrates people is that it benefits its architects.
Imported cultures are going to push out
indigenous ones.
It’s clear that globalization is making English
especially important not just in universities, but in
areas such as computing, diplomacy, medicine,
shipping, and entertainment. No language is
currently being learned by more people — there
may soon be 2 billion actively doing so — and the
desire to learn it reflects a desire to be plugged
into a kind of “world brain.”
B. The Effects of Globalization on Global
Communication
Global communication is directly affected by the
process of globalization, and helps to increase
business opportunities, remove cultural barriers
and develop a global village. Both globalization
and global communication have changed the
environmental, cultural, political and economic
elements of the world.
B.1 Creation of a Global Village affected both by
globalization and global communication. The
global village is created when distance and
isolation no longer matter because people are
connected by technology. Wide-spread telephone
and internet access have been life-changing for
many people across the world, especially those in
developing countries. Many are now enrolling in
universities across the world without having to
leave their desk chair. Virtual assistant jobs are
becoming commonplace, where employees from
developing countries work with companies in
North America or Europe, providing
administrative support and other business services
that can easily be conducted over the phone or via
the internet.
Globalization and global communication have
made it easier to see people on the other side of
the world as a neighbor, instead of a stranger from
a faraway land. There is so much knowledge
about other countries and cultures available
online, that it’s no longer a complete mystery.
C. Diversity - This is the concept that endures,
respect, acceptance, and understanding. It
recognizes that people are unique from each
other with respect to their age, gender, race,
ethnicity, culture, socio-economic status,
educational background, and ideologies.
COMPUTER-MEDIATED COMMUNICATION
A. Types of CMC
Synchronous and Asynchronous Communication
Synchronous communication occurs when
communication happens between two actively
communicating parties. Video conferencing and
instant messaging are both forms of synchronous
communication. Of course, sometimes
circumstances could disrupt the connection, but
most of the time, it's pretty reliable.
Asynchronous communication refers to those
instances where a conversation does not depend
on an immediate answer. Email, video messages,
and text messages are examples of asynchronous
communication. Of course, you could respond
rapidly, as people are prone to do with texts, but
the design is not dependent on an immediate
response.
The other division we can make between types of
computer-mediated communications is the type of
message. Text-based messages have been around
the longest and range from emails and instant
messages to social media posts and texts.
Nowadays the technology we use is often related
to computers, giving rise to the popular term
computer-mediated communication, mediated
technology need not be computerized as writing a
letter using a pen and a piece of paper is also
using mediated communication.
Thus, mediated communication is the use of any
technical medium for transmission across time and
space.
MODULE 2: COMMUNICATION FOR
VARIOUS PURPOSES
Lesson 5: Understanding Purposive
Communication
The basic rule in communication, is to express and
not to impress. The Conventional ways of
disseminating information have evolved into
digitization, hence the emergence of digital
communication in which ‘writers are almost
always everywhere’. Social media, posts, blogs,
chats, emails, videos, and other personal or
individual technology – based forms of
communication have become a familiar sight to
many. Best described as informal, they do
function as intended by the authors or senders.
Feedback, however, is either positive or negative.
Purposive communication is communicating for
various purposes. It recognizes that the content of
a message is reliant on a purpose in order to
generate the desired outcome of communication.
In particular, purposive communication is for
frequent transactions facilitated in different
settings where prompt attention is most required.
It is not confined to the mere giving out of
information, it is about getting the information
through. It is obtaining, providing and
disseminating information to move people in
action through persuasion or through
argumentation. “The content of the message is
reliant to the purpose.”
Purposive communication is transactional
communication. It involves social and technical
communication. It is social in nature for it
involves the interpersonal exchange of thoughts
and ideas with common ends among people.
Language is used in a co-construction of
meanings.
Purposive communication is technical in form as
certain predictable patterns are observed lending
itself to the formal and professional manner of
presenting issues for a business or industry related
environment. Specific work relevant
communication skills have to be mastered to
ensure that the intended messages come clear.
B. Basic Principles in Communicating for a
Purpose Learning the Principles of
Communication are important as they serve as
guides in the practice and continuous
improvement of your communication skills.
1. Communication is Transactional. It is a two
way process which involves an exchange. A
transactional communication respects the turn
taking practice.
2. Communication is Inevitable. You cannot get
away with communication. It is an indispensable
part of life.
3. Communication is Goal Oriented. The
purpose of communicating is expressing your
intentions. The ultimate goal after the expression
is to understand each other.
4. Communication is Complex. It is interactive,
context-based, culturally loaded, circular, and
irreversible. To be Irreversible means once
something is said, it cannot be taken back.
5. Communication can be learned. It is a skill
that can be learned. Polyglot - the term applied to
an individual who knows many languages.
6. Communication is Relational. the process Basic Outline in doing the essays
how meaning is created echoes two vital aspects
of relationships of the communicators;
Immediacy and Control.
7. Communication is guided by Culture. It is
culture bounded. How messages are created and
processed in order to foster understanding is
greatly influenced by the cultural background of
the communicators. Methods of Paragraph Development
ETHICAL COMMUNICATIONS
Ethical Communication - is fundamental to
responsible thinking, decision making, and the
development of relationships and communities
within and across contexts, cultures, channels, and
media.
Why Are Ethics Important in Communication?
Ethical Communicators are honest. They never
lie, nor deceive. To fully realize the intentions of
good communication, thoughts, ideas and feelings
must be sincere and expressed with good
intentions.
THE ESSSAY IN A THREE-POLED FRAME
They are well aware of the consequences of
their thoughts and action. The way we Three Writing Styles in writing essays.
communicate may build or ruin our reputation.
1. Personal (autobiographical) - when writer
Thus, you take accountability for what you are
utilizes autobiography to able to describe what he
doing and saying. Communication is irreversible,
wants to convey.
so you must be cautious on your choice of words
and be responsible for your thoughts and actions. 2. Concrete-Particular (objective factual) –
when a writer anchors his judgments and
They value diversity and respect other’s
perceptions on a relevant and factual data.
opinions. Regard for others’ opinion is respect.
You may disagree to other people without 3. Abstract-Universal – when a writer relies on
sounding rude or offensive. better abstractions than on personal experience or
facts.
They are Just and Fair. This is being impartial
and objective. An ethical communicator exerts Three Major Reasons why essays are written
every effort to gather relevant facts or pertinent
To inform, explain, and persuade
information related to a situation before making
decisions THE OPINION ESSAY
Lesson 6: Conveying Messages through Opinion essays presents arguments for this
Written Communication reasons:
Written communication refers to the process of To convince others that one’s stand on an issue is
conveying a message through the written symbols. reasonable
Mastering the basic structures in essay writing is
the foundation for effectively communicating thru To influence others in their way of thinking
written materials. To persuade others to change their views and take
WRITING PERSUASIVE AND INFORMATIVE the desired actions.
ESSAY
Techniques on how to create interesting
introductions
1. You may start asking question, or series of
question.
Ex. What is an educated man? Is he the man who
has read a lot?
2. You may have your own operational
definition.
Ex. Happiness is making smiles.
3. You may start with a proverb, quotation or
remark.
Ex. Laughter is the best medicine.
4. Create a little story.
Ex. Last summer, we went to Boracay beach. It
was a wonderful trip, since it is my first time to go
there.
Lesson 7: Expressing Oneself through Oral
Communication
ORAL COMMUNICATION
Most communication is oral. You spend more time
speaking and listening than reading and writing.
This being the case, it is important that you exert
effort in improving your oral communication
skills.
SPEAKING PROCESS
Stages of Speaking
1. The Breathing Stage - Breathing which is
primarily concerned with maintaining life is
secondarily a force in assisting vocalization. It
consists of two phases; Inhalation and
exhalation. The lungs serves as a reservoir of air.
As you inhale you will fill the lungs with air
needed for speaking. The diaphragm is a large
sheet of muscle separating the chest cavity from
the abdomen. It forms the floor of the chest and
roof of the abdomen.
2. Phonation Stage - Phonation takes place when
voice is produced in speaking as the expiratory air
stream from the lungs going to the trachea or
windpipe to the larynx. The Larynx is the
principal organ for phonation, found at the top of
the Trachea. Its protuberance is known as
”Adam’s Apple” The vocal chords are a pair of
muscles and cartilages that open and close at
various degrees.
3. The Resonation stage - The voice produced in
phonation is weak, it becomes strong and rich
only when amplified and modified by resonators.
Resonation is the process of voice modulation and
amplification.
4. The Articulation stage - Articulation occurs
when the tone produced in pharynx is changed
into specific sounds. This is the result of the
movement of the articulators towards the point of
articulation. The articulators are the uvula, velum,
tongue, lower lip and lower jaw.
VOICE PRODUCTION
To produce pleasant voice and distinct sounds,
you should learn how to use your speech organs
effectively. In breathing, the diaphragm is the
main organ used for breathing. It pumps air in and
out of the lungs. Your lungs provide the necessary
air you need to produce sounds. You breathe air in
and out and sound is produced when you breathe
out. When you speak, air is released slowly as you
produce sounds. To speak your best, you need to
learn how to control the airflow through your
lungs.
TYPES OF SPEECHES ACCORDING TO
PURPOSE
1. Informative Speech – meant to explain or
describe facts, truths, and principles to educate
audiences.
a. Speeches about Processes - An informative
speech about a process then describes how
something is made, done, or works.
b. Speeches about Events - A speech about an
event then, describes the occurrence in full: the
time, date, location, and circumstances of that
occurrence.
c. Speeches about Concepts - When speaking
about concepts, you may have to find concrete
ideas in order to make abstract ideas more
relatable and tangible to your audience.
2. Persuasive Speech – speech given to an
audience with the intention of influencing or
convincing your listeners to agree with the
particualr point of view.
Argumentative Speech - often about hot topics,
and they encourage the audience to change their
views or opinions on a topic.
Types of appeal
a. APPEAL TO REASON - The argument should
appeal to rational intellect by finding a common
ground to enable the audience to fully understand
the topics.
b. APPEAL TO EMOTION - Argument should
anticipate the ethical, religious, social and political
beliefs and feelings of the audience.
c. APPEAL TO CHARACTER - Argument
should appeal to the sense of right and wrong,
justice and fair play.
3. Entertainment Speech - to entertain is to have
the audience relax, smile and enjoy the occasion.
It aims to amuse and delight people.
4. Inspirational Speech - written to persuade, or
convince the listeners, that they can succeed.
Inspirational speaker is a speaker who makes
speeches intended to motivate or inspire an
audience.
Main Elements to Writing an Inspirational
Speech
Optimism - Instill optimism to make the audience
believe in what you are saying
Achievable Objectives - Goals must be positive
and the audience must believe that they are
achievable
Passion - Convey the subject with enthusiasm,
passion and conviction to appeal to the emotions
of the audience
Confidence - Inspire the audience with a 'Can Do'
approach.’
Lesson 8: Communicating ideas effectively
A. WAYS TO COMMUNICATE MORE
EFFECTIVELY
1. Make sure your message is backed up by data:
To appeal to Analytical thinkers, communicating
clearly means knowing what you’re talking about.
You don’t need mountains of facts, data and logic,
but you do need to be able to back up your ideas
and what you’re saying. Off the cuff won’t work.
2. Create next steps: Structural thinking is built on
clarity moving forward. You don’t need to provide
every detail under the sun, but being clear on
expectations and next steps or what you want from
your colleagues will make a huge difference.
3. Ask for feedback and involve others: Social
thinking is rooted in relationships. You’d think
that by default, communication is about
connecting with others. You’d be wrong. Think
about how many times people are talking for
themselves and not for those to whom they’re
speaking. Don’t do that—think of the listener.
4. Be visionary, give people a reason to listen:
Compelling communication happens when you
believe in an idea and provide the WHY! There’s
nothing worse than having no idea why you’re in
a meeting or what a presentation is about. Give
people the vision.
5. Express yourself while being open:
Expressiveness runs the gamut, from those who
are quieter to those who are more gregarious.
Even if you’re quiet, communication can be
effective, but maybe it’s done through email or 1-
on-1. Be open to different ways to communicate
and know that others require that same kind of
openness.
6. Drive things ahead and involve others in doing
so: Communication can be directive or inclusive,
and both are necessary. Reading the situation is
critical to know how to best assert yourself.
Knowing how to actually get stuff done means
that communication will be more effective
because your colleagues will see how it is moving
forward.
7. Be flexible and understand that changes
happen: Communication isn’t a one-and-done
thing. Effective communication is an ongoing
process, and that means embracing all facets of
the Flexibility spectrum, from staying the course
(and communicating why) to shifting direction
(and communicating why).
INFOGRAPHICS
Information in a visually engaging way in order to
attract and inform a large audience.

Essential Rules to Create Info-graphics
1. Make one big point. you should have a single,
coherent message that the entire info-graphic
serves to deliver
2. Use simple combinations of primary colors.
3. Spcae it out. You need to pick and choose
which information you want to display, that best
suits your premise, and use negative space to lead
your reader from point to point until they reach
the conclusion.
4. Choose three quality fonts. (title, body, flavor)
5. Come up with a solid, eye-catching design.
6. Decide on what’s important and what’s not.
7. Make it addictive.
EFFECTIVE POWERPOINT PRESENTATIONS
Tips for Making Effective PowerPoint
Presentations
1. Use the slide master feature to create a
consistent and simple design template. It is fine to
vary the content presentation (i.e., bulleted list, 2-
column text, text & image), but be consistent with
other elements such as font, colors, and
background.
2. Simplify and limit the number of words on each
screen. Use key phrases and include only essential
information.
3. Limit punctuation and avoid putting words in
all capital letters. Empty space on the slide will
enhance readability.
4. Use contrasting colors for text and background.
Light text on a dark background is best. Patterned
backgrounds can reduce readability of text.
5. Avoid the use of flashy transitions such as text
fly-ins. These features may seem impressive at
first, but are distracting and get old quickly.
6. Overuse of special effects such as animation
and sounds may make your presentation “cutesy”
and could negatively impact your credibility.
7. Limit the number of slides. Presenters who
constantly “flip” to the next slide are likely to lose
their audience. A good rule of thumb is one slide
per minute.
General Presentation Tips
 Plan carefully.
 Do your research.
 Know your audience.
 Time your presentation.
 Speak comfortably and clearly.
 Check the spelling and grammar.
 Do not read the presentation. Practice the
presentation so you can speak from bullet
points. The text should be a cue for the
presenter rather than a message for the viewer.
 Give a brief overview at the start. Then
present the information. Finally review
important points.