Republic of the Philippines

NORTHERN ILOILO POLYTECHNIC STATE COLLEGE

VICTORINO SALCEDO CAMPUS
Sara, Iloilo Reg. No. 97Q19783

Course Code : GE 1
Descriptive Title : PURPOSIVE COMMUNICATION
Term and Academic Year : 1st Semester, A.Y. 2020-2021
Department and Year Level : BSCRIM 1
Professor : PROF. JASPER HOPE F. DE JULIAN

Module 1, Lesson 2
Types of Communication
I. Introduction
This module will give you insights to the definition of communication and the role of language in human
communication. It will also discuss the different types of communication according to mode, context, and purpose and
style.
Moreover, this module will also help you identify the differences between the types of communication as well as
their respective advantages and disadvantages in various communication settings. You will also learn the importance of
communication in various perspectives of your everyday lives.

Thus, in order to gain a thorough understanding of this lesson, kindly read the discussion thoroughly and
comprehensibly. You are also tasked to answer the assessment and submit requirements found in the “Enrichment
Activities/Outputs” section.

Time Frame: 3 hours Date of Submission: _____________

II. Learning Outcomes

At the end of the lesson, you must have:
1. demonstrated knowledge about the role of language in human communication;
2. identified the types of communication in relation to communication mode, context, and purpose and style;
3. explained the differences between the types of communication in relation to communication mode, context
and purpose and style; and
4. discussed the advantages and disadvantages of the different communication types in various communication
settings.

III. Learning Contents

What is Communication?
Definition of Communication
 Communication came from the Latin word “communicare” which means to share, or to make common (Weekly,
1967).
 It is the sharing of information between different individuals. It includes the sharing of ideas, concepts,
imaginations, behaviors and written content. It is simply defined as the transfer of information from one place to
another (Entrepreneur Handbook, 2019).
 Thus, communication is simply the exchanging of our ideas, thoughts, views, opinions, and etc. to others and
making them understand what we mean.
 Also, communication as a term takes on different contexts which comes into play as people start to communicate.
Context - the circumstance or environment in which communication takes place (Madrunio & Martin, 2018). Such
circumstance may include the following:
a. Physical or Actual Setting – refers to the place of location where the communication takes place. Examples:
school, church, mall, house etc.
b. Value Positions of the speaker/listener – refers to the relationship of the speaker to the listener and vice versa
c. Relevance or appropriateness of a message conveyed – the message should be relevant and appropriate to
both of the participants (speaker/listener)
 These contexts can bring various impact to one’s communication which results to people having different views on
communication types since they are also governed by a particular circumstance. Therefore, it is important to
consider the interplay of factors surrounding the communication contexts which may be physical, cultural, social,
and psychological in nature.
Classification of Communication
1. Communication Mode
2. Context
3. Purpose and Style
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 Republic of the Philippines
NORTHERN ILOILO POLYTECHNIC STATE COLLEGE
VICTORINO SALCEDO CAMPUS
Sara, Iloilo Reg. No. 97Q19783

Types of Communication according to Mode

a. Verbal – Non-Verbal Communication – the blending of verbal and non-verbal communication to achieve a
more successful and meaningful communication
Verbal Communication – refers to the use of words in communicating ideas and etc. in either
written or spoken manner
Non-Verbal Communication – refers to the use of facial expressions, body language, gestures, signs
or signals, and symbols to communicate
Example:
Orators delivering speech in a large crowd can only be effective if they know how to properly punctuate
what they say with proper gestures and facial expressions. As it is a need for orators to be effective speakers,
they must develop excellent communication skills to properly convey the message as well as to gather and
retain the attention of the audience. With this, a certain oratory speech will be more meaningful and well-
delivered.
b. Visual Communication – type of communication that uses visuals to convey information and/or messages.
Examples:
Signs, symbols, imagery, maps, graphs, charts, diagrams, pictograms, photos, drawings or illustrations and
even various forms of electronic communication such as emojis, emoticons, and animation
- Interpretation in this type of communication is very crucial as the visuals may be perceived differently by
people. Thus, it is important that the receiver is able to decode or understand the meaning of the message
by contextualizing the information received.
- At present, visual communication now occupies a significant place and role in any work environment. For
instance, professionals such as instructors, doctors, lawyers and others who present or report before an
audience use visuals to provide a more digestible and clearer information which the audience might recall
easily resulting to a greater success in conveying information.
- The use of technology such as applications, videos, and images also makes visual communication even
more advantageous and more interesting as it might leave a powerful effect on the audience.
- However, the speakers/presenters should always consider the content of their presentation and be
mindful of its relevance and appropriateness to the audience since wrong and irrelevant information may
lead to miscommunication or communication breakdown, thus defeating the very purpose of using visuals.
Graphic elements, such as position, color, size, shape and orientation should likewise be put into
consideration as all these play an important role in the preparation of the presentation. Audience size is
one more thing to be considered.
Types of Communication according to Context
a. Intrapersonal Communication – Latin prefix intra- means within or inside. It then means talking to oneself.
Some label it as self or inner talk, inner monologue, or inner dialogue. Psychologists call it with other names
such as self-verbalization or self-statement (Madrunio & Martin, 2018).
Do you find it normal to talk to yourself?
According to Dr. Jessica Nicolosi, a clinical psychologist based in New York as cited in Wendy Rouse Gold’s
article “Go ahead, talk to yourself. It’s normal – and good for you,” talking to ourselves is completely normal
within the norm. In fact, we talk to ourselves constantly. One can argue that just thinking things through
quietly, without speaking out loud, is talking to ourselves. In fact, talking to ourselves is also good for our
mental health, she added.
However, one should also be mindful of the frequency of its occurrence and how they handle such as it
might be taken negatively by others and might take you as insane or out of your right mind.
For instance, there are many different reasons why we talk to ourselves such as boosting our confidence
when we are nervous to speak either in front of a person or an audience, apprising oneself for doing a good
job, or comforting oneself for doing a task poorly and etc. Moreover, as long as you are able to distinguish it
from reality, nothing is wrong in engaging in inner speech such as fantasizing or daydreaming.
Self-talking is also advantageous as it can enhance one’s self-confidence, just like by saying “I can do it!”
or “I can make it!” repeatedly since it supplies positive reinforcements that everything is possible and that one
can courageously do it.
Moreover, you may also find yourself verbalizing your thoughts and feelings as you respond to life’s
challenges. Thus, it is then important that as you have your moment of introspection, you are able to improve
on your decisions in life and likewise enhance your self-worth as a person.

Module 1, Lesson 2 Purposive Communication, Types of Communication Page | 6

 Republic of the Philippines
NORTHERN ILOILO POLYTECHNIC STATE COLLEGE
VICTORINO SALCEDO CAMPUS
Sara, Iloilo Reg. No. 97Q19783

b. Interpersonal Communication - Latin prefix inter- means between, among, and together.

It is the process by which people exchange information, feelings, and meaning through verbal and non-
verbal messages: it is face-to-face communication (SkillsYouNeed, 2018).

In addition, an interactive exchange takes place as interpersonal communication takes place since the
participants in this type of communication is actively involved in a conversation. However, as it occurs, a
transaction does not necessarily take place since it can only be a simple interaction such as greetings, getting
to know a person, or ordinary conversations that happen between or among the interactants. This may occur
in dyad or small groups, also known as group communication (Madrunio & Martin, 2018).

To further explain this, a communication situation is said to be interpersonal if it aims to establish or

deepen one’s relationship with others. Take for example in a classroom, where two students interact for the
first time talking about each other’s background and other related things about themselves with the aim of
establishing friendship. This communication is also characterized as less serious and formal.

On the other hand, if the goal is to achieve something at the end of the conversation, it becomes
transactional which is characterized as more formal and profound. Like for example, asking a security guard for
a direction or getting information about something without further conversation.

Furthermore, interpersonal talks are meant for maintaining social relationships, transactional talks only
aim to accomplish or resolve something at the end of the conversation.

Note the examples below from Madrunio and Martin, 2018:

1. Interpersonal Communication
Speaker A: Hello! I am Kaeselle Ramos. And you?
Speaker B: Oh, I am Venice Mendoza. Glad to meet you. How are you related to the bride?
Speaker A: She is my cousin. Her mom and mine are sisters. How about you?
Speaker B: She was my high school classmate. I never knew anything about her personal life so we
were kind of surprised when she sent us invitation. As always, she is very private.
Speaker A: I see. Well, she’s really like that. Ever since we were kids, she has always been a very quiet
person.

2. Transactional Communication
Speaker A: Excuse me. Do you know how to get to the nearest mall?
Speaker B: Yes. In fact, you may go there on foot or simply take a jeepney. If you walk, it will take you
about 20 minutes to get there. You can just take the exit gate near the hospital then turn
left and walk straight ahead. You won’t miss it because of the bog sign. Jeepneys take the
same route and it should not take you more than 10 minutes even the traffic.
Speaker A: Thank you very much. I think I will just take the public transportation as I am running out of
time. You have been really helpful. Thanks again.

c. Extended Communication – type of communication that involves the use of electronic media. Before this type
of communication was only called for the use of television and radio, however, nowadays, extended
communication may be expanded as to include tele, audio, or phone conferencing; video-conferencing; Skype
calls; Zoom Meetings, and other technological means.

Communication is also made faster and convenient since people from distant places are linked by a
telecommunication system which enables them to participate in a meeting and conference which at present is
a trend for businesses, political meetings and most especially for education where the students and the
teachers are having their classes online.

For instance, in e-conferencing, the speaker is able to reach a large number of participants and being able
to do so, the speakers are expected to be well-prepared when they speak, making their language more formal.

Moreover, recorded videos may be transmitted in a matter of seconds/minutes and may be viewed by
many through the use of the Internet. However, in this type of communication, one’s views and opinions over
things may be influenced by those they hear, read, and see from others. One’s thinking and decision making, as
well as the attitude may also be influenced and eventually change. Thus, it is always important to weigh things
and evaluate them based on your own beliefs to avoid being persuaded or swayed by others.
Module 1, Lesson 2 Purposive Communication, Types of Communication Page | 7
 Republic of the Philippines
NORTHERN ILOILO POLYTECHNIC STATE COLLEGE
VICTORINO SALCEDO CAMPUS
Sara, Iloilo Reg. No. 97Q19783

d. Organizational Communication – different organizations also have their own type of communication and
mostly, the focus is on the role that communication plays in organizational contexts. Thus, setting up a system
of communication in an organization with certain rules or standards is also important since it is comprised of
individuals playing different roles. However, these rules or standards should also be made clear to all the
people concerned to make the communication patterns go smoothly. This system is also vital in an
organization as it can somehow contribute to its success.

On the other hand, as expected, members of the organization should also be equipped with the needed
oral and communication skills.

There are two (2) types of organizational structure according to Madrunio and Martin 2018:
1. Formal structure – uses the pre-defined or formal channels of communication such as reports,
memorandums, commands, orders, etc. in an organization that flows between different positions
either top-down, bottom-up, crosswise or diagonal.
 Downward Communication – the communication type that flows from the superior to
subordinate.
Example:
President TOP Downward Communication is also called top-
down communication as it flows from the top
Campus Administrator
positions (President) and down to its
subordinates (Campus Administrator,
Department Chairperson or the Faculty). It
Department Chairperson
could also come from the Campus
Administrator to the lower position
Faculty DOWN employees.

 Upward Communication – the communication type that flows from the subordinate to superior.
Example:
President UP
Upward Communication is also called
Campus Administrator bottom-up communication as it flows from
the bottom positions (Faculty) and up to its
Department Chairperson superiors (Department Chairperson, Campus
Administrator, or the President).
Faculty BOTTOM

 Horizontal Communication – communication flows sideways as it takes place among people from
different units or departments but working on the same level just like in the example below.
Example:
BSCRIM DEPARTMENT BSTM DEPARTMENT
CHAIRPERSON CHAIRPERSON

 Crosswise Communication – communication flows diagonally as employees from different units

or departments working on different levels communicate with each other.
Example:
HUMAN RESOURCE
ACCOUNTING OFFICE
MANAGEMENT OFFICER

DEPARTMENT
CAMPUS ADMINISTRATOR
CHAIRPERSON

These communication types under the formal structure brings their own advantages and
disadvantages in the organization. Furthermore, these communication type are often posted in the
organizational chart or policy manuals.
2. Informal Communication – unlike formal communication, this type comes from the unofficial
channels of message and usually flows quickly or rapidly as it moves freely from anyone in the
organization. It is also known as ‘grapevine’
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 Republic of the Philippines
NORTHERN ILOILO POLYTECHNIC STATE COLLEGE
VICTORINO SALCEDO CAMPUS
Sara, Iloilo Reg. No. 97Q19783

e. Intercultural Communication – communication between or among people having different backgrounds such
as language used, religious beliefs, ethnicity, culture, traditions, gender, nationality, social and professional
characteristics and etc. These things might also affect communication as people with various orientations may
receive and interpret messages differently which results to miscommunication that usually happen with non-
verbal communication.

Example:
In the United States and most of Europe, eye contact is considered and interpreted as
paying attention, showing interest and a sign of self-confidence. Eye contact is also
appropriate in these countries and a need in developing oneself as a powerful business
professional. Americans and Europeans consider eye contact as important in assessing the
sincerity of a person while for Indians, looking straight into the eyes of a person while talking
is inappropriate. This does not, however, mean that they are dishonest or insincere.
Moreover, Indians interpret waving of hands from side to side as no or go away while it
means hello among Westerners.
For Filipinos, twitching of lips means to refer to something or someone. When someone
asks: “Where is my book?” instead of responding: “There it is,” the response may be
twitching or puckering lips. When seen by people from other cultures, such facial expression
may be taken to mean as “seduction.” It is important then not to be judgmental or to rush
into interpretation as cultures sometimes vary enormously.
Similarly, linguistic differences are of the essence. With the advent of World Englishes, different
cultures develop different lexicon peculiar only to the speech community.
In the Philippines, a local variety of English called Philippine English has been developed which
has introduced lexical innovation, not found or used in other varieties, such as thrice, batchmates, CR
(comfort room), solons, barangay captain, and high blood.
Even in terms of pronunciation, words are pronounced differently by Filipinos, which, to some,
are considered erroneous. For instance, these supposedly pronounced with a hard /th/ is
pronounced instead with a /d/ by the average Filipino since hard /th/ is not part of the Filipino
phonology.
Types of Communication according to Purpose and Style
Earlier, formal and informal communication have been discussed in relation to organization communication,
Similarly, the types of communication in relation to purpose and style are formal and informal. However, rather than
focusing on the transmission of message and message flow, the focus here is on the communication setting and the
mode of delivery.
a. Formal Communication – employs formal language delivered orally or in written form. Lectures, public
talks/speeches, research and project proposals, reports, and business letter, among others are all considered
formal situations and writing.
- Note that while lectures and speeches are delivered orally, the texts have been thought out carefully and
written well before they are delivered.
- To inform, to entertain, and to persuade are the main objectives of this type of communication.
b. Informal Communication – certainly does not employ formal language. It involves personal and ordinary
conversations with friends, family members, or acquaintances about anything under the sun.
- The mode may be oral as in face-to-face, ordinary or everyday talks or phone calls, or written as in the
case of e-mail messages, personal notes, letters, or text messages. The purpose is simply to socialize and
enhance relationships.
IV. Learning Assessment
A. SHORT ESSAY
Answer the following questions in 3-5 sentences each. Please be guided by the rubrics on the next page. Write
your answer on the extra sheet provided. (10 Points Each)
1) What is the role of language in human communication in relation to your chosen career?
2) Why is it important to know the different types of communication?
Scoring Guide:
Each answer shall be evaluated using these criteria:
Content 5 pts.
Organization of ideas 3 pts.
Language facility 2 pts.
Total score: 10 pts
Module 1, Lesson 2 Purposive Communication, Types of Communication Page | 9
 Republic of the Philippines
NORTHERN ILOILO POLYTECHNIC STATE COLLEGE
VICTORINO SALCEDO CAMPUS
Sara, Iloilo Reg. No. 97Q19783

B. IDENTIFYING TYPES OF COMMUNICATION AND ITS CLASSIFICIATION

Read and understand the following situations carefully. Identify the type of communication being used and
identify its classification whether it is according to mode, context, or purpose and style. Copy and answer the
table below on the extra sheet provided. Please be guided by the given example. (10 Points)

Type of Communication Classification of Communication

Situation
(1 point for each correct answer) (1 point for each correct answer)

Example:

Due to the issues regarding the delay Organizational Communication Context

of transactions inside their institutions,
the President sent a memorandum to
his subordinates.

1. Henry, a door-to-door salesperson is

doing a product demonstration in
selling his products. To make his
demonstration more effective and to
gather more customers, he would
often talk in a well-modulated voice
and correct pronunciation paired
with appropriate and effective
gestures, facial expressions and body
language.

2. Lyka and her friends meet again after

a long time since their graduation.
Since, they were not able to see each
other, they talk about a lot of things
and anything under the sun.

3. Jayden, before his Table Tennis

tournament, would always tell
himself, “Goodluck self!” and “I can
do it!” repeatedly. This is his form of
motivation to win the tournament.

4. To make her presentations more

informative, presentable and clear to
the audience, Miss Danica included
graphs and charts to her PowerPoint
presentation. She also added photos
and symbols to provide more
informations.

5. With the advent of technology and

internet, teachers conduct their
classes online through ZOOM
application. They would also provide
more information through
Messenger and Facebook.

Module 1, Lesson 2 Purposive Communication, Types of Communication Page | 10

 Republic of the Philippines
NORTHERN ILOILO POLYTECHNIC STATE COLLEGE
VICTORINO SALCEDO CAMPUS
Sara, Iloilo Reg. No. 97Q19783

V. Enrichment Activities/Outputs
A. SIMILARITIES AND DIFFERENCES
Compare and contrast the following types of communication below by writing their similarities and differences
inside the box. Copy and answer the table on the extra sheet provided. Please be guided by the given example. (12
Points)
Similarities Differences
Types of Communication (Give 2 similarities, 1 point for (Give 2 differences, 1 point for
each correct answer) each correct answer)
Example:
Organizational Communication 1. Organizational communication 1. They differ in context since
vs. and Extended Communication organizational communication
Extended Communication can be both used in a formal focuses on the roles or positions
setting since extended of the people involved while
communication is also used in extended communication
an organization such as e- focuses on the medium or
conferencing. channel used to communicate
the information such as online
applications.
According to Mode:
Verbal – Non-Verbal Communication
vs.
Visual Communication
According to Context:
Intrapersonal Communication
vs.
Interpersonal Communication
According to Purpose and Style:
Formal Communication
vs.
Informal Communication
B. FORMAL ORGANIZATION STRUCTURE
Copy and answer the following on the extra sheet provided.
1. Of the four approaches employed in formal organization structure (downward communication, upward
communication, horizontal communication, and crosswise communication), which do you think is the
best? Why? (6 Points)
2. Cite situations which will call for the use of each approach. Give one (1) advantage and disadvantage for
each. (12 Points)
Situation Advantage Disadvantage
Type of Communication (Give one, 1 point for (Give one, 1 point for (Give one, 1 point for
each correct answer) each correct answer) each correct answer)

1. Downward Communication

2. Upward Communication

3. Horizontal Communication

4. Crosswise Communication

VI. References
Madrunio, M. & Martin, I. (2018). Purposive Communication: Using English in multilingual contexts. Quezon City: C &E
Publishing, Inc.
Weekly, E. (1967). An etymology dictionary of modern English (Vol. 1, p. 338). New York, NY: Dover Publications

Module 1, Lesson 2 Purposive Communication, Types of Communication Page | 11

 Republic of the Philippines
NORTHERN ILOILO POLYTECHNIC STATE COLLEGE
VICTORINO SALCEDO CAMPUS
Sara, Iloilo Reg. No. 97Q19783

Entrepreneur Handbook (2019). What is communication? Retrieved from https://entrepreneurhandbook.co.uk/what-is-

communication/
Gould, W.R. (2018). Go ahead, talk to yourself. Its normal – good for you. Retrieved from https://www-nbcnews-
com.cdn.ampproject.org/v/s/www.nbcnews.com/better/amp/ncna918091?amp
SkillsYouNeed (2018). What is interpersonal communication? Retrieved from https://www.skillsyouneed.com/
ips/interpersonal-communication.html
Wolfe, L. (2019). How eye contact can help you close a sale. The Balance Careers. Retrieved from
https://www.thebalancecareers.com/business-and-social-etiquette-how-to-make-eye-contact-3514819

----End of Module 1, Lesson 2----

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