P URPOSIVE

COMMUNICATION
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.

2
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.

6
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
8
AUDIENCE ANALYSIS
DEMOGRAPHIC ANALYSIS
-age, sex, culture, ethnicity, race, religion and
educational level
ATTITUDINAL ANALYSIS
-attitudes, beliefs, and values
ENVIRONMENTAL ANALYSIS
-seating arrangement, number of people
9
likely to attend, room lighting
COMMUNICATION
BARRIERS

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.
1
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 1
2
the recipient 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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GENERAL PRINCIPLES OF EFFECTIVE
COMMUNICATION

1. Know your purpose in communicating

2. Know your audience
3. Know your topic
4. Adjust your speech or writing to the context of the situation
5. Work on the feedback given to you

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PRINCIPLES OF EFFECTIVE
COMMUNICATION

1. Be clear with your purpose.

2. Be complete with the message you deliver.
3. Be concise.
4. Be natural with your delivery.
5. Be specific and timely with your feedback.

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COMMUNICATION STYLES IN VARIOUS
MULTICULTURAL CONTEXT

17
THE COMMUNICATION STYLES MATRIX

SPIRITED HIGH EXPRESSIVENESS + HIGH

CONSIDER ASSERTIVENESS HIGH EXPRESSIVENESS +
ATE DIRECT LOW ASSERTIVENESS LOW EXPRESSIVENESS
SYSTEMATIC + HIGH ASSERTIVENESS LOW
EXPRESSIVENESS + LOW ASSERTIVENESS

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ETHICS IN COMMUNICATION

Ethics is defined as a set of rules or guidelines;

these are theories as to which is right or wrong.
In communication, ethics is considerable
important because it would likely guide
everyone to effective communication.

Communication ethics emphasizes that morals

influence the behavior of an individual, group,
or organization thereby affecting their
communication. 19
ETHICS IN COMMUNICATION

1. Completeness
2. Concreteness
3. Courtesy
4. Correctness
5. Clarity
6. Consideration
7. Conciseness
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ETHICS IN COMMUNICATION

21
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 the awareness 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 6
your turn?
“ You listen
cannotto
truly
anyone and do
anything else
at the same
time 2
7
 TRIVI
A

Eye contact preferences differ

across cultures. In most Western
countries, people place premium
Place your screenshot eye-to-eye contact
here
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 isand is done only
intrusive
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 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.

32
HOW PAST EXPERIENCE AND
PREJUDICE AFFECT COMMUNICATION
PAST EXPERIENCE
Your parents reacted negatively when you
opened up about your interest for a certain
craft.
Your colleague has forgotten some
very important information many times in the
past.
A subordinated in a group that you lead
disagreed twice in your suggestions.
Your teammates reacted to positively to your
strategy.
EFFECT TO COMMUNICATION
You hesitate to discuss the topic with them
despite of your rich potential to that craft.
You give him/her reminders every now and
then to avoid messing up again.
You don’t ask for your subordinate’s opinion
anymore, even if he might agree with you
this time.
You use the same strategy in
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
34
and individuality.
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.

36
SHOWING COMMITMENT AND GENUINE
INTEREST

The BELLY BUTTON

PSYCHE

37
COMMUNICATION
AND
GLOBALIZATION

38
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.

39
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.

40
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.

41
COMMUNICATION AND GLOBALIZATION

42
COMMUNICATION AND GLOBALIZATION

43
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. 44
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,
4
and address cultural and communication 6

differences.
LOCAL AND
GLOBAL
COMMUNICATION
IN
MULTICULTURAL
SETTINGS
4
7
LOCAL AND GLOBAL COMMUNICATION

It is a way on how we communicate to others. By

using our own languages and an English language,
we can make a conversation locally or globally. The
main purpose of this is to have an idea on how we
can apply what we have learned from them for
ourselves and for our community. It can also be a
way for our country to have sufficient knowledge to
make it more outstanding.
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MULTICULTURALISM

Multiculturalism refers to the presence of people

with several cultures in a specific setting. It is co-
existence of diverse cultures, where culture includes
racial, religious, or cultural groups and is manifested
in customary behaviors, cultural assumptions and
values, patterns of thinking, and communicative
styles.

48
 JUST SO YOU KNOW!

40 Filipino-coined words were

added in the Oxford English
Dictionary in 2015, all of which
Place your screenshot
here
were categorized under
Philippine English. These
include words such as
“balikbayan,” “highblood,”
“carnap,” “gimmic’,”
“despedida,” and “dirty
kitchen,”
among 4
others. 8
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 communicate. 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.
5
0
COMMUNICATING IN A
MULTICULTURAL SOCIETY
CULTURE ASSIMILATIO
N
MULTICULTURALITS CO-CULTURE
ACCOMODATI
CULTURALLY
ON
CONFUSED
SEPARATION
INTERCULTURA
L ETHNOCENTRI
COMMUNICATIO SM
N
INTERNATIONAL
COMMUNICATI CULTURE
ON RELATIVISM
MELTING
INTERETHN PLOT
IC 5
COMMUNIC CULTURAL PHILOSOPHY 1
ATION PLURALIS
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. 53
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 54
 How close to stand or sit
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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MULTIMODALITY
 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.
References:
http://healthknowledge.org.uk/public-health-textbook/organizat
ion-management/5a-understanding-itd/effective-communication

http://promeng.eu/downloads/training-materials/ebooks/softsk
ills/effective-communication-skills.pdf

https://www.scribd.com/document/433290288/Purposive-
Communication

Chase, R. & Shamo, S. (2013). Elements of effective

communication, 4th ed. Washington, Utah: Plain and Precious
Publishing
Thank you for listening! 