PURPOSIVE

COMMUNICATIO
N
PHILOSOPHY

Purposive Communication is a three-unit course that develops students’

communicative competence and enhances their cultural and intercultural
awareness through multimodal tasks that provide them opportunities for
communicating effectively and appropriately to a multicultural audience in a
local or global context. It equips students with tools for critical evaluation of a
variety of texts and focuses on the power of language and the impact of images
to emphasize the importance of conveying messages responsibly. The
knowledge, skills, and insights that students gain from this course may be used
in their other academic endeavors, their chosen disciplines, and their future
careers as they compose and produce relevant oral, written, audio-visual and/or
web-based output for various purposes.

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CHAPTER 1
Communication Processes, Principles and Ethics
“ Effective
communication is
when the
information was
transmitted without
changing its content
and context.
4
COMMUNICATION

The art of creating and sharing ideas for

a specific purpose. It comes in many
forms:
▪ verbal (language, sounds, tone of
voice)
▪ aural (hearing and listening)
▪ non-verbal (body language, facial
5
expression)
COMMUNICATION

Effective communication is dependent on

how rich those ideas are, and how much of
those ideas are retained in the cyclical
process.

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COMMUNICATION
SKILLS
Effective communicator must acquire variety of skills
that would aid in communicating to others in interpreting
the message received from others. 7
AUDIENCE ANALYSIS
Extremely important in “packaging” the
message and sending it across.

Three ways on conducting audience analysis:

 demographic analysis
 attitudinal analysis
 environmental analysis
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AUDIENCE ANALYSIS
DEMOGRAPHIC ANALYSIS
-age, gender, culture, ethnicity, race, religion
and educational level
ATTITUDINAL ANALYSIS
-attitudes, beliefs, and values
ENVIRONMENTAL ANALYSIS
-seating arrangement, number of people likely
9
to attend, room lighting
COMMUNICATION BARRIERS

In real life are not confined to physical and

physiological noise, but could also include
cultural difference, varying levels of
expectations and experiences, and difference in
perspectives and communication styles.

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0
COMMUNICATION PROCESS

feedback SOURCE
message

CONTEX message
message T

1
1
message
COMMUNICATION PROCESS
SOURCE.
In personal or professional communication, the sender must
know why the communication is necessary, to whom the
message is for, and what results are expected.
MESSAGE.
The information that a person wants to communicate.
ENCODING.
Process of transferring the message into a format or platform
that is expected to be understood or decoded by the recipient 1
2
of the information.
COMMUNICATION PROCESS
CHANNEL.
Method used to convey the message.
DECODING.
Happens when the intended recipient of the
information
receives the message.
RECEIVER.
The target recipient of the message. The sender may have
expectations on the desired response, but the receiver will
decode the message based on his/her own personal 1
expectations, perspectives and schema. 3
COMMUNICATION PROCESS
FEEDBACK.
Mechanism that gauges how successful the communication
process is.
CONTEXT.
The specific situation of both communication setup and the
communicators. Involves the environment, culture of the
institution/organization, the relationship between the sender
and receiver.

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PRINCIPLES OF EFFECTIVE COMMUNICATION

CLARITY
. ertains to the
P message and the purpose why the message has
to be sent. The message should be clear by using
appropriate language and communication channels but equally
important is that the reason for sending and receiving the
message must be understood by both sender and receiver.
CONCISENESS.
The message should be as brief as may ne required depending
one
one’s purpose 15
PRINCIPLES OF EFFECTIVE COMMUNICATION

COMPLETENESS.
The message should be complete and accurate. Background
information should be given to provide better context.
ORGANIZATION.
To ensure the systematic flow of ideas and transition from one
point to another.

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PRINCIPLES OF EFFECTIVE COMMUNICATION

EMPATHY
.Sender should be sensitive to the needs and interests of
the receiver . In case of face-to-face communication, the
speaker must always be conscious of the reaction of the
listener and adjust his/her communication strategy accordingly.
FLEXIBILITY.
Effective communicators know how to adapt to varying needs and
expectations of their audience, and modify the message or the way
the message is sent to avoid misunderstanding or
17 misinterpretation.
COMMUNICATION STYLES IN
VARIOUS MULTICULTURAL
CONTEXT

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THE COMMUNICATION STYLES MATRIX

SPIRITED HIGH EXPRESSIVENESS + HIGH

CONSIDERATE ASSERTIVENESS HIGH EXPRESSIVENESS +
DIRECT LOW ASSERTIVENESS LOW
SYSTEMATIC EXPRESSIVENESS + HIGH ASSERTIVENESS
LOW EXPRESSIVENESS + LOW
ASSERTIVENESS

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ETHICS IN COMMUNICATION

 Genuine
 Open
 Cooperative
 Sensitive to one’s cultural and
social beliefs

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ETHICS IN COMMUNICATION

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ETHICS IN COMMUNICATION

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ETHICS IN COMMUNICATION

 Active and respectful listening (for face-to-

face communication)
 Avoiding prejudices
 Showing commitment and genuine interest
 Respecting socio-cultural beliefs and practices
of others

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ACTIVE AND RESPECTFUL LISTENING

While listening is important to decode the message

accurately, active listening allows a person to help
others communicate better. It also provides
opportunities to be more productive at work,
establish deeper relationships, and increase
efficiency in both study and work. Most importantly,
active listening helps avoid misinterpretation
and misunderstanding.
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ACTIVE AND RESPECTFUL LISTENING

The importance of self-awareness. Requisite for

ethical communication is aware of one’s behavior
and habits during the communication process in
different circumstances.

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ACTIVE AND RESPECTFUL LISTENING

While listening, the following must be considered:

 Body language.
Are you supposed to stand or remain seated? Fidgeting or relaxed?
 Eye Contact.
Make a direct eye contact and keep it? Are you supposed to do that? Or just look away,
look down or turn your attention to your environment?
 Sense of the Message.
Can you rephrase the message? Or your mind wander off to another topic, or
to another person?
 Turn-taking. 2
Are you actually listening or just waiting for the person to stop to have your 6
turn?
“ You listen
cannotto
trulyanyone and do
anything else at
the same time
M. Scott 2
Peck 7
 TRIVI
A

Eye contact preferences differ

Place your screenshot here
across cultures. In most Western
countries, people place premium
eye-eye contact communication, as
it implies honesty and trust. In
Japanese culture, however,
maintaining eye contact for a
sustained period of the time is
disrespectful. In some Arab
countries, prolonged eye contact is
intrusive and is done only
2
people
with they are close 8
with.
ACTIVE AND RESPECTFUL LISTENING

The importance of active listening. Being an active

listener requires involvement in the conversation or
communicative situation. It demands conscious
effort to be attentive to the words and more
importantly, to the sense of the message being
relayed. This necessitates concentration and
practice.
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ACTIVE AND RESPECTFUL LISTENING

Five Key Aspects of Active Listening

1. Pay close attention.
2. Show physical manifestations that you are
listening.
3. Don’t interrupt.
4. Check for understanding.
5. Respond appropriately.
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HOW PAST EXPERIENCE AND PREJUDICE
AFFECT COMMUNICATION

Most people bring their past experience into a

communication situation. They pitch in existing
information because they learned in the past that
adding information makes the communication more
successful.

In any case, people enter into a communicative situation

with
certain expectations, and they behave or react accordingly. 31
HOW PAST EXPERIENCE AND PREJUDICE
AFFECT COMMUNICATION

Past experiences inevitably affect people’s communication

styles in the future. When their audience responded
positively to their message, chances of them repeating the
same style are relatively high. When they were turned
down or given negative feedback, this will definitely
influence how they deliver message next time.

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HOW PAST EXPERIENCE AND
PREJUDICE AFFECT COMMUNICATION

PAST EXPERIENCE EFFECT TO COMMUNICATION

Your parents reacted negatively when you You hesitate to discuss the topic with them
opened up about your interest for a certain despite of your rich potential to that craft.
craft.
Your colleague has forgotten some You give him/her reminders every now and
very important information many times in the then to avoid messing up again.
past.
A subordinated in a group that you lead You don’t ask for your subordinate’s opinion
disagreed twice in your suggestions. anymore, even if he might agree with you
this time.
Your teammates reacted to positively to your You use the same strategy in
strategy. similar situation. 33
HOW PAST EXPERIENCE AND PREJUDICE
AFFECT COMMUNICATION

PREJUDICE
 when people take their past experiences and make it
certain assumptions that the same experience will
happen with the same people, given the same context.
 When people isolate an experience with one “type’ of
person or one group of people, then behave as if all
encounters with people of the same “type”, or at least
with the same characteristics, will lead to the same
experience. This eliminates a people’s personal
identity and individuality.
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HOW PAST EXPERIENCE AND PREJUDICE
AFFECT COMMUNICATION

EFFECTIVE COMMUNICATOR
 avoid prejudice because it influences the communication
process even before it begins.
 view people as separate from any preconceived notions
others may have about them. They see the value of the
individual as a person of worth, and thus will respect that
individuality.

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SHOWING COMMITMENT AND GENUINE
INTEREST

Being committed means giving sufficient time and resources

to any discussion or conversation, and being open to any
issue that may arise

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SHOWING COMMITMENT AND GENUINE
INTEREST

The BELLY BUTTON

PSYCHE

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COMMUNICATION
AND
GLOBALIZATION

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COMMUNICATION AND GLOBALIZATION

The notion of the world being global village has been a hot topic ever
since the idea was brought up, especially in the light of the rapid
advances of technology and digitization. Globalization has been
regarded as the key to the worldwide integration of humanity, where
there is an increased economic, political, and cultural integration and
interdependence of diverse cultures.

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COMMUNICATION AND GLOBALIZATION

Communication in the modern world must be anchored on the

concept of diversity, since effective communication and the ability to
understand cultural differences are skills that have become requisites
not only for a meaningful social life but also for a successful career.

Digital Technology has erased territorial boundaries among

countries and among people with varying cultures. The notion of
being a ‘stranger’ has been revolutionized.

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COMMUNICATION AND GLOBALIZATION

Most business organizations, when products can go

global and the manner by which any product is
communicated to the global market can make or
break the brand.

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COMMUNICATION AND GLOBALIZATION

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COMMUNICATION AND GLOBALIZATION

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COMMUNICATION AND GLOBALIZATION

In some cases, cultural differences have accentuated

cultural insensitivity, which is most felt in the
business world. Everyone is a consumer or particular
business products, it is important to know the issues,
etiquette, protocol, communication styles and
negotiation approaches of people from different
cultures using the business experience as example.
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COMMUNICATION AND GLOBALIZATION

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COMMUNICATION AND GLOBALIZATION

The cost of cultural insensitivity in global

communication can be felt in everyday
communication, as cultural misunderstandings often
lead to misinterpretation and unnecessary tension
between people.

In a highly global environment, the challenge that

faces everyone is to learn to understand, accept,
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and address cultural-and communication-differences.
LOCAL AND
GLOBAL
COMMUNICATION
IN
MULTICULTURAL
SETTINGS
4
7
 JUST SO YOU
KNOW!

40 Filipino-coined words were

Place your screenshot here
added in the Oxford English
Dictionary in 2015, all of which
were categorized under
Philippine English. These
include words such as
“balikbayan,” “highblood,”
“carnap,” “gimmic’,”
“despedida,” and “dirty
kitchen,”
among 48
others.
LOCAL AND GLOBAL COMMUNICATION
IN MULTICULTURAL SETTINGS
Extreme 1: The goal of national or regional
identity. People use a variety of English with its
specific grammar, structure, and vocabulary to
affirm their own national or ethnic identity.

Extreme 2: The goal of intelligibility. Users of

regional variety ideally still be readily understood by
users of English everywhere else in the world
to fully participate in the use of English as 49

international language.
COMMUNICATING IN A
MULTICULTURAL SOCIETY

Culture guides communication; it is the lens through

which people should see the world. It tells people who
they are- their identity and how they act, think, and
communicated. People who do not realize that other
cultures may not be the same as theirs in terms of the way
they think, behave, look or speak are risking being judged
as ignorant, insensitive or simply culturally confused.
This often leads to communication breakdown or
worse, personal and professional conflicts.
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0
COMMUNICATING IN A
MULTICULTURAL SOCIETY
CULTUR ASSIMILATIO
E N
MULTICULTURALITS CO-CULTURE
ACCOMODATIO
CULTURALLY
N
CONFUSED
SEPARATION
INTERCULTURAL
COMMUNICATIO ETHNOCENTRISM
N
INTERNATIONAL CULTURE
COMMUNICATION RELATIVISM

INTERETH MELTING
NIC PLOT
COMMUNIC 5
ATION CULTURALPHILOSOPHY 1
PLURALISM
COMMUNICATING IN A
MULTICULTURAL SOCIETY
Intercultural communication; when graduates from
Cagayan, Batangas, Ilo-ilo, and Davao go to Manila and
work in the same office, they
would have to relate
with each other’s
cultural differences even
if they come from the
same country.

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COMMUNICATING IN A
MULTICULTURAL SOCIETY

Assimilation. Non-coffee drinker drinking coffee with

officemates; A non-Catholic doing the sign of the cross.
Accommodation.Wearing sari to work; Adjusting
work
hours to pray as required in one’s religion.
Separation. Eating lunch alone; Refusing to sing national
anthem since its is against one’s beliefs.
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COMMUNICATING IN A
MULTICULTURAL SOCIETY

 How to greet
 When to speak
 When to remain silent
 How to behave under extreme emotions
 How to gesture while speaking or
listening
 How close to stand or sit 54
 How to react with someone’s words
EVALUATING MESSAGES OR IMAGES OF DIFFERENT
TYPES OF TEXTS REFLECTING DIFFERENT CULTURES

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MULTIMODALITY
 Uses two or more communication modes to make
meaning.
 Shows different ways of knowledge representations and
meaning-making, and investigates contributions of
semiotics resources (language, gestures, images) that
are co-deployed across various modalities (visual, aural,
somatic, etc.).
 Highlights the significance of interaction and integration
in
constructing a coherent text.
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MULTIMODALITY
The creation of multimodal texts and
outputs requires a creative design
concept that orchestrates the purposive
combination of text, color, photo, sound,
spatial design, language, gestures,
animations and other semiotics, all with
the unitary goal of bringing meaning to
life.

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MULTIMODALIT
Y  As to purpose, the creator of the text
must be clear on the message and
the reason (s) why the message has
to be delivered.
 As to audience, the nature, interests
and sensitivities of the target
audience must be considered so the
text will not be offensive and hurt
people’s sensibilities.
 As to context, should be clearly
delivered through various semiotic
resources, and in consideration of the
various situations where and how the
text will be read by different people
having different cultural backgrounds.