GEC 5- Purposive Communication

LESSON 2
Communication and Globalization

JESSA A. OLIDO (Ma’am Jess)

Instructor I
CHUMSS, Languages Department
GEC 5- Purposive Communication

What is Globalization?

Globalization is a process of interaction and

integration among the people, companies, and governments of
different nations, a process driven by trade and investment, aided by
information technology. This process has effects on the
environment, on culture, on economic development and prosperity,
and on human physical well-being in societies around the world.
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1. Cultural Awareness in Speech- In the workplace and

schools, for example, we need the ability to catch subtle
nuances of speech when communicating across cultures.
IMPACTS OF
Even when two people are speaking the same language,
GLOBALIZATION ON cultural differences can affect vocabulary, colloquial
COMMUNICATION expressions, voice tone and taboo topics.

2. Virtual Interactions- Globalization has introduced

virtual communication and collaboration as a major part
of academic and workplace dynamics. For example,
communicating via email to distant team members require
a certain etiquette and nuance not necessarily required in
face-to-face interactions.
GEC 5- Purposive Communication

3. Cultural Awareness in Body Language- students are taught to

understand acceptable speaking distances, conflict styles, eye
contact and posture in different cultures. Accepting that the
IMPACTS OF
physical expressions of their own culture are not universally
GLOBALIZATION ON accepted.
COMMUNICATION

4. Time differences- The advent of global collaboration

introduces another new dynamic to communication skills – the
need to communicate and share information with people across
several time zones. When people collaborate with others on the
other side of the globe, their counterparts are usually at home
asleep while they themselves are at work.
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1. Availability of information- The availability of information is a

major effect of the process of globalization as it makes easier for
people across the world to make use of the World Wide Web and
the resources available such as internet, satellite TV and mobile
Four (4) major impacts of services.
globalization on global
communication

2. Business Conduct- Internet technology makes it possible to

exchange business information and conduct video conferences.
Long-distance travels are no longer necessary for business people
should they require a meeting with a partner overseas
GEC 5- Purposive Communication

Four (4) major impacts of globalization on

global communication

3. Social Awareness- The availability of information,

which is a direct effect of the development of global
communication systems. Information technology and
networks enable them to share opinions, views, work on
projects and research different areas.
GEC 5- Purposive Communication

Four (4) major impacts of globalization on

global communication

4. The Problem- Global

communication has not reached the
majority of people on all continents.
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Lesson 2A.1- LOCAL and GLOBAL COMMUNICATION in

MULTICULTURAL SETTING

Cultural awareness is
knowing that there are multiple different
cultures-based on religion, ethnicity,
nationality and other factors-that have
different attitudes and outlooks.
GEC 5- Purposive Communication

Lesson 2A.1- LOCAL and GLOBAL COMMUNICATION in

MULTICULTURAL SETTING

Cultural sensitivity involves accepting

those differences without insisting your own culture
is better, or that everyone should do it your way. It
simply means that you are aware that people are not
all the same and that you recognize that your culture
is no better than any other culture.
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Lesson 2A.1- LOCAL and GLOBAL COMMUNICATION in

MULTICULTURAL SETTING

a. Gender Sensitivity - Refers to the aim of

understanding and taking account of the societal and
cultural factors involved in gender-based exclusion and
discrimination in the most diverse spheres of public
and private life.

Gender equality in language is attained when women and men and

those who do not conform to the binary gender system are made visible
and addressed in language as persons of equal value, dignity, integrity
and respect (http://eige.europa.eu).
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Lesson 2A.1- LOCAL and GLOBAL COMMUNICATION in

MULTICULTURAL SETTING

b. Political Correctness- Used to describe

language, policies, or measures that are intended
to avoid offense or disadvantage to members of
particular groups in society.

• People should be careful to not use language or behave in a

way that could offend a particular group of people (Molloy,
2015).
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Lesson 2B: WORLD ENGLISHES and LANGUAGE

REGISTERS

According to Bhatt (2001), English has

evolved because of “nativization”, which implies
that the users of the language adapt it into their
culture, incorporate it in their linguistic features
that brought about the emergence of World
Englishes.
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Lesson 2B: WORLD ENGLISHES and LANGUAGE

REGISTERS

The two most distinguished varieties

of the English language:

• British English (BE) spoken and written

in the United Kingdom

• American English (AE), sometimes

called United States English or U.S.
English
GEC 5- Purposive Communication

Lesson 2B: WORLD ENGLISHES and LANGUAGE

REGISTERS

English varieties of the United States

and the United Kingdom have differences in
spelling, vocabulary and grammar. In addition,
“British vs American English” (n.d.)
emphasizes the languages’ uniqueness in
pronunciation, and punctuation.
 Aside from spelling and
vocabulary, there are certain grammar
differences between British and
American English.

For instance, in American

English, collective nouns are considered
singular (e.g. The band is playing). In
contrast, collective nouns can be either
singular or plural in British English,
although the plural form is most often
used (e.g. The band are playing).
• The British are also more likely to use
formal speech, such as ‘shall’,
whereas Americans favour the more
informal ‘will’ or ‘should’.

• Americans, however, continue to use

‘gotten’ as the past participle of ‘get’,
which the British have long since
dropped in favour of ‘got’.
 ‘Needn’t’, which is commonly
used in British English, is rarely, if
at all used in American English. In
its place is ‘don’t need to’.

In British English, ‘at’ is the

preposition in relation to time and
place. However, in American
English, ‘on’ is used instead of the
former and ‘in’ for the latter.
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Lesson 2B: WORLD

ENGLISHES and LANGUAGE
REGISTERS
GEC 5- Purposive Communication

Lesson 2B: WORLD

ENGLISHES and LANGUAGE
REGISTERS

Philippine English has distinctive words or

expressions, use, and pronunciation. It contains words that
are solely used and accepted in the Philippines such as
comfort room which refers to restroom, or washroom; ice
drop for popsicle; watch out, (like in the sentence, Watch
out for the concert) means to wait (with excitement). In
American English, watch out is to warn someone of danger
(e.g. Watch out for the fast car going towards your
direction!)
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Lesson 2B: WORLD

ENGLISHES and LANGUAGE
REGISTERS
GEC 5- Purposive Communication

Lesson 2B.2: LANGUAGE

REGISTERS
GEC 5- Purposive Communication

Lesson 2B.2: LANGUAGE According to Hermann (2015), to adjust the language in a certain
REGISTERS
scenario, you should look into this consideration:

1.Audience
2.Topic- Should be concise with the points,
descriptions, findings and discussions
3.Purpose- Is it to inform, persuade, entertain, argue,
make a request or other purposes?
4.Location- where the communication takes place,
also dictates the formality of language.
GEC 5- Purposive Communication

Five Types of Registers

GEC 5- Purposive Communication

Five Types of Registers

2. Formal- Conforms to a formal and/or
technical context such as professional,
academic or legal. The style used in this
register is concise, constrained, and respectful.
It does not use colloquial or informal words.
GEC 5- Purposive Communication

Five Types of Registers

3. Consultative– This allows a moderately
formal language. It is used in situations such as
discussion among co-workers or peers about
technical developments, consultative meetings
between a professor and student, lawyer and
client, doctor and patient.
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Five Types of Registers

4. Casual/Informal–The language applied

in this register is informal, the kind that is
commonly used among friends, which
may be vulgar, colloquial, and relaxed.
GEC 5- Purposive Communication

Five Types of Registers

5. Intimate– This is a very informal register

usually reserved in private conversations in
intimate relationships like family members,
husbands and wives, close friends, partners,
parents and children.
• Knowing which register to use can be challenging for students. Unlike Spanish and other
languages, there is no special form of a pronoun expressly for use in formal situations.
Culture adds another layer of complication, especially if you're not familiar with how people
are expected to behave in certain situations.

• Look for contextual clues such as vocabulary, use of examples, and illustrations. Listen
for tone of voice. Is the speaker whispering or yelling? Are they using courtesy titles or
addressing people by name? Look at how they're standing and consider the words they
choose.
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Evaluating Messages and/or Images of

Different Types of Texts Reflecting
Different Cultures
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Evaluating Messages and/or Images…

As you might generalize, language is all around us- from the way
we speak and communicate with one another, to the books that we read, even
when we use our body to give away signals of pleasure, pain and excitement. And
as our world transitions to the online age, when communication is no longer
personal, linguists still continue to study the emerging language mediums.
As part of the online age, you have to be good in examining how
signs communicate with you in the context of the author and the reader/recipient
in the emerging linguistics landscapes.
GEC 5- Purposive Communication

LINGUISTIC LANDSCAPES…

When you find yourself lost in an unfamiliar place, you would first look around
for signs that may tell you where you actually are. You would look for street names, billboards,
signage, or even bills posted on walls and posts. Those signs will help you familiarize yourself in
the surrounding and may signal you about a familiar thing that may make you identify your
location. The things that you can actually see that do not necessarily need words to express a
thought is called LINGUISTIC LANDSCAPE.

The kind of signage varies depending on culture for the reason that each cultural
environment has different reading practices. Some languages are written from left to right, top to
bottom, or the semantics, context and structure of language is different from one another.
http://news.bbc.co.uk
https://www.pinterest.com
GEC 5- Purposive Communication

Geosemiotics is the study of the social meaning of the

material placement of signs in the world (Scollon &
Scollon, 2003; in Mooney & Evans, 2015).

If you look at a sign more critically, you would

likely understand the intention of the maker and his
purpose. This is why signs are placed in a location that has
relevance to the message it wants to convey.
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KINDS OF SIGNS

1. Regulatory, if it
indicates authority and
is official or legal
prohibitions,
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KINDS OF SIGNS

2. Infrastructural, if it label
things or directs for the
maintenance of a building or
any infrastructure,
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KINDS OF SIGNS

3. Commercial, which
advertises or promotes a
product, an event, or a
service in commerce, or
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KINDS OF SIGNS

4. Transgressive, if it violates
(intentionally or accidentally)
the conventional semiotics or is
in wrong place, like a graffiti.
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This is an example of a graffiti, a

transgressive sign. We have defined a
transgressive sign as one which
intentionally or accidentally violates
the conventional semiotics at that place
such as a discarded snack food wrapper
or graffiti, or any sign in wrong space
(Scollon & Scollon, 2003; in Mooney
& Evans, 2015).
• The idea of the people is to have a
medium of public voice is shown in
the production of graffiti
• Graffiti is a way for disempowered
people to make a visible mark, to
disrupt the landscape that is
increasingly occupied by the
increasingly powerful.
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MESSAGE, SUBJECT AND

PURPOSES…

When you analyze a text or an image, consider

asking yourself these questions adapted from
thoughtfullearning.com.

1. What is the text or image (message) about?

2. What is the sender's purpose for sending it?
3. Who is the sender? Is he/she an authority in the subject? Is
he/she credible enough to believe?
4. What is the message asking you to do?
5. Would you have understood the message the same way as the
others would?