CHAPTER 1 UNDERSTANDING

21ST CENTURY COMMUNICATION

PURPOSIVE COMMUNICATION
GE 106
MRS. DYNA O. LAPSO
Purposive communication is the practice of using different
communication forms like writing, speaking, and presenting for
various purposes associated with different target audiences. It is
the main mode of communication that is used in different
organizations for the seamless transport of messages, data, and
ideas.
8 essential elements of communication To better
understand the communication process, we can break
it down into a series of eight key components.

1.Source 5.Feedback
2.Message 6.Environment
3.Channel 7.Context
4.Receiver 8.Interference
1.Source - The sender composes the
message carefully. The sender can be
a book author, a special occasion
speaker, a traffic cop, or anyone else.

2. Message- A message is a discrete unit of

communication intended by a source for
consumption by a recipient or group of recipients.
Messages can be delivered in a number of ways,
including courier, telegram, homing pigeon, and
electronic bus. A message can be the content of a broadcast.
3. Channel - A communication channel
is the medium, mean, manner or method
through which a message is sent to its
intended receiver. The basic channels are
written (hard copy print or digital formats),
oral or spoken, and electronic and multimedia.

4. Reciever- Receiver is the person who

gets the message and tries to understand
what the sender actually wants to convey
and then responds accordingly. This is also
called as decoding.
5. Feedback- Receivers are not just passive
absorbers of messages; they receive the
message and respond to them. This response
of a receiver to sender's message is called
Feedback. Sometimes a feedback could
be a non-verbal smiles, sighs etc.

6. Environment- An environment is the

physical and psychological atmosphere in
which messages are sent and received.
Environment, people, animals and
technology influence communication
7. Context - Context definition in
communication refers to factors that
work together to determine the
meaning of amessage. As conversations
occur, context comes into play to interpret
parts of the message.

8. Interference- In telecommunications,
an interference is that which modifies a
signal in a disruptive manner, as it travels
along a communication channel between its
source and receiver. The term is often used to
refer to the addition of unwanted signals to a useful signal.
The 9 Principles of Effective Communication

1. Clarity- Clarity makes speech understandable. Ambiguous

language is strictly prohibited, as are jargon, clichés,
euphemisms and doublespeak
2. Concreteness- Concreteness reduces misunderstandings. Your
message should be backed up by facts such as research data,
statistics and figures. Avoid abstract words to achieve
concreteness.
Examples of concreteness = You should say “our
team won the match”, rather than “The
match was won by our team”
3. Courtesy-builds goodwill it involves being polite in terms of
approach and manner of addressing an individual.
An example of courtesy is when you shake hands politely
when you meet someone and say please and thank
you.

4. Correctness- Errors in grammar obscure the meaning of

sentences. Also, overusing language can damage your
reputation
5. Consideration-The message must be directed to the audience.
The sender of the message takes into account the recipient's
occupation, education, race, and ethnicity. hobbies, interests,
passions, movements and ages when writing or sending
messages
6. Creativity- Creativity in communication means being able to
create interesting messages about sentence structure and
word choice
7. Concisencess- Simplicity and directness help keep it simple.
Avoid long phrases or words that can confuse your recipient
8. Cultural Sensitivity- Today, with the increasing emphasis on
empowering diverse culture,lifestyles and races and the
pursuit for gender equality, cultural sensitivity becomes an
important standard for effective communication.
9. Captivating- You must strive to make messages interesting to
command more attention and better response.
Ethical Consideration in Communication
Ethics is a branch of philosophy that focuses on issues of right and
wrong in human affairs.

Ethical Communicators:
1. Respect audience - Public speaking ethics require that the
information you present to your audience be honest and accurate. Do
not deliberately mislead your audience.
2. Consider the result of communication – results in
communication may vary, no matter what legit things you say to them,
Some of them may not disagree in you and some others will.
3. Value truth- Since reliable and accurate facts and information
play an important role in human decision-making, sincere and
honest communication is the foundation of competent and
ethical communication.
4. Use information Correctly- Ethical communication requires
speakers to avoid rudeness, be polite, professional, and tactful. Ethical
communicators know that it's not just what you say that matters, but
how you say it. Tone is one of the most important aspects of
communication.
5. Do not use Falsify information- be honest and don’t alter or change
the information you have receive or about to give to others
LESSON 2 COMMUNICATION & GLOBALIZATION

COMMUNICATION

A process by which information is exchanged between individuals

through a common system of symbols, signs, or behavior the
function of pheromones in insect communication also exchange
of information. And personal rapport a lack of communication
between old and young persons
GLOBALIZATION

Globalization is the communication and assimilation among

individuals, ethnicities, races, institutions, governments of
various nations supported by technology and compelled by
international trade. (And its 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). And the more you become expose to diversity
the valuing of the uniqueness or differences in gender preference, color,
age, religious affiliation, ethnicity, education, social and economic status
and political beliefs.
 People's background and experiences influence thei view of the world
and the value, beliefs and behavior patterns assumed to be good.

The following are possible cultural barriers to effective communication in a

global environment
1.) Cultural Relativism
2.) Lack of knowledge of others culture
3.) Di scrimination and harassment
4.) Language differences

 Communication has since been increasingly global, blurring national

boundaries. The ability to communicate in a global context, a general
understanding of the differences in conducting communication from one
country to another or from one culture avoid helps miscommunication.
Why Communication is Important?
- In our daily life, communication helps us build relationships by
allowing us to share our experiences, and needs, and helps us
connect to others. For example is to inform, influence, inspire,
motivate, build relationships, learn, gain inspiration, promote
yourself, and socialize.
Why Globalization is Important?

-Globalization is important as it increases the size of the global

market, and allows more and different goods to be produced and
sold for cheaper prices.The goal of globalization is to provide
organizations a superior competitive position with lower operating
costs, to gain greater numbers of products, services, and consumers .
  The Importance of Communication in
Globalization.

The importance of communication in globalization is paramount

because individuals from different countries, ethnicities, languages,
cultural attitudes and other variations must understand one another
and express themselves to another effectively in order to work
together.
LESSON 3 Local and Global Communication in
Multicultural Settings

Let's Achieve These!

. Cite examples on how to enhance one's ability to
communicate with people from diverse cultures.

• Create a three-to four-minute presentation about various

cultural modes of communication of a certain country.

Engaging: Putting Things in the Right Perspective

How do you get to communicate effectively across cultures?

Indicate whether you agree or disagree with each of the
following statements:

1. I am interested in interacting with people who are both like me and different from me.
2. I am sensitive to the concerns of all minority and majority
groups in our multicultural country.
3. I can sense when persons from other cultures seem not to
understand me or get confused by my actions.
4. I have no fear communicating with persons from both minor
and major cultural groups.
5. People from other cultures may get angry with my cultural
affiliates.
6. I deal with conflicts with people from other cultures depending
on the situation and their cultural background.
7. My culture is inferior to other cultures.
8. I can manage my behavior when dealing with people of
different cultures.
9. I show respect to the diverse communication practices of other
people.
Initializing

Living in a globalized world, you encounter people with diverse

cultural backgrounds Such interactions occur in social,
educational, political and commercial settings.Hence, in today's
era of increased global communication, it is imperative to
understand intercultural communication for us to enhance our
intercultural awareness andcompetence. Intercultural
competence is essential for us to live harmoniously despite
differences in culture.

Concept Grounding
Intercultural communication refers to interaction with people
from diverse cultures (Jandt, 1998).
Forms of Intercultural Communication (Jandt, 1998)
1. Interracial communication-communicating with people from
different races .
Interethnic communication - interacting with people of different ethnic
origins
2. International communication - communicating between
representatives from different nations
3. Intracultural communication - interacting with members of the same
racial or ethnic group or co-culture.
According to Gamble and Gamble (2008), communication style among
cultures differs; it may be high-context or low-context
communication.
High-context communication is a tradition-linked communication
system which adheres strongly to being indirect. Low-context
communication is a system that works on straightforward
communication.
Lesson 4: Varieties and Registers of Spoken
and Written Language

Spoken and Written Modes. The mode is the medium of

communication, which divides fundamentally into speech
and writing.

Nature of language present by Lin (2016):

1. Languages varies when communication with people
within (local) and outside (global) our community.
2. Varies in speaking and in writing.
3. Varies in everyday and specialized discourses.
There 8 different domains in which language
varies depending on the combinations of
different values on the three dimensions (feild,
tenor, and mode) of context communication:

 1.Local everyday written-Include instances of local

everyday written usage found in the neighborhood posters
(ex posters) Local everyday oral.
 2. Local everyday oral-Communication among neighbors
in everyday, informal and local varieties of languages.
 3. Local specialized written- Usage can be found in the
publications and web sites of local societies.
 4. Local specialized oral-Involves specialized discourses.
 5. Global everyday written-Interactions between people
coming from different parts of the world.
 6. Global everyday oral-May occur in interactions
between people coming from different parts of the
world when they talk about everyday casual topics.
 7. Global specialized written-Expands to as may readers
intentionally, hence the non-usage of local colloquial
expressions.
 8.Global specialized oral-Occurs when people from
different parts of the world discuss specialized topics in
spoken form.
8 Different Domains Pictures
Lesson outline:
A. Language variety

•Pidgin- a communication that develops between two or more

groups of people that do not have a language in common.
•Creole- language that develops from the simplifying and
mixing of different languages into a new one within a fairly
brief period of time.
•Regional Dialect-a variety of a language spoken in a particular
area of a country.
•Minority Dialect-a language spoken by a minority of the
population of a territory.
•Indigenized Varieties- spoken mainly as second languages in
ex-colonies with multilingual populations.
B. Language Registers

 •Frozen- historic language or communication that is

intended to remain unchanged, like a constitution or
prayer.
•Formal-used in professional, academic, or legal settings
where communication is expected to be respectful l,
uninterrupted and retrained. •Consultatives-used when
speaking with someone who has specialized knowledge or
who is offering advice
•Casual-used when your talking your friend, close
aquaintances and co-workers and family.
 •Intimate-reserved for special occasions, usually between
only two people and often in private.
Lesson 5; Evaluating messages and/or images of
different Types of texts reflecting different
cultures.
Lets achieve These!
• Analyze media messages and/or images using key
concepts of media Literacy framework
• Create a multimodal advertisement of a cause-oriented
event.

Engaging: putting things in the right perspectives

• Analyze the advertisement
• Group brainstorming
Initializing

The fundamental ideas of media literacy frameworks

provide a solid foundation for our growth in critical
comprehension of mass media content. The influence
of this technique is the technique used. The
fundamental ideas of media literacy can also be highly
useful when condensing media materials for various
purposes. Any type of written, spoken, or audiovisual
effort that aims to inform an audience is referred to as
"text." Text can display information through words,
pictures, sounds, and images. Oral, written, visual, or
computer formats are also possible.
 Concepts Grounding Key concepts of media literacy. (Center for
media literacy. 2005) Key concepts .

1. All media are “constructed”

• What is the message of the text?
• How effectively does it represent reality
• How is the message constructed
2. Media have embedded values and points of view
• What lifestyles, values and points of view are represented in the
text?
• Who or what is missing?
3. Each person interprets messages differently
• What message do you perceive from the text?
• How might others understand it differently?why?
4. Media have commercial, ideological or political interests •
What is the purpose of the text?
• Who is the target audience of the text?
• Who might be disadvantaged?
• Who created the text and why?
5. Media messages are constructed using a creative language
having its own rules.
• What techniques are used and why?
• How effective are the techniques in supporting the
messages or themes of the text?
• What are the other ways of presenting the message?