PURPOSIVE COMMUNICATION (PURC111) (MIDTERMS SCOPE)

 A particular minority ethnic group have

their own variety which they use as a
MIDTERMS SCOPE
marker of identity, usually alongside a
 Language Varieties and Registers standard variety.
 Multimodal  E.g. African American Vernacular
 Multimedia Presentation English in the USA, London Jamaican in
Britain, and Aboriginal English in
Australia.
5) Indigenized variety
 Spoken mainly second languages in ex-
colonies with multilingual populations. This
LANGUAGE VARIETIES AND standard variety may be linked to English
REGISTERS proficiency or may be part of a range of
varieties used to express identity.
Speech variety, a concept of domain, is important as  E.g. Singlish (spoken in Singapore) a variety
it signifies the class of situation within which a came from Standard English.
certain speech variety is used. A domain is also
referred to as “social situation as the
implementation of the rights and duties of a  Note that the words 'pidgin' and 'creole' are
particular role relationship. technical terms used by linguists, and not
necessarily by speakers of the language. For
example, speakers of Jamaican Creole call their
DIFFERENT KINDS OF LANGUAGE language 'Patwa' (from patois) and speakers of
VARIETIES Hawai`i Creole English call theirs 'Pidgin.'
1) Pidgin
 Develops in situations where speakers of LANGUAGE REGISTERS
different languages need to communicate but
don’t share a common language. 1) Static Register/ Frozen Register
 E.g. “Conyo” 2) Formal Register
2) Creole 3) Consultative Register
 A distinct language which has taken most of 4) Casual Register
its vocabulary from another language, but it 5) Intimate Register
has its own grammatical rules.
 E.g. Gullah, Jamaican Creole, (patois or
patwa ) Spanish Creole (Chavacano)
3) Regional Dialect
 Not a distinct language but a variety of
language spoken in a particular area of a
country.
 Some regional dialects have been given
traditional names which mark them out as
being significantly different from standard
varieties spoken in the same place.
4) Minority Dialect

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 PURPOSIVE COMMUNICATION (PURC111) (MIDTERMS SCOPE)
MULTIMODAL  Audio meaning: for music, sound effects,
noises, ambient noise, and silence, through
 Multimodal is a dynamic convergence of two use of volume, pitch and rhythm.
or more communication modes within the  Visual meaning: for still and moving images
same text. All modes are attended to as part of through the use of color, saliency, page
meaning-making. layouts, vectors, viewpoint, screen formats,
 Examples: image, gesture, music, spoken visual symbols; shot framing, subject
language, and written language. distance and angle; camera movement, subject
 What is a multimodal text? movement.
 A multimodal text combines two or more  Gestural meaning: for movement of body,
semiotic systems like picture book, in hands and eyes; facial expression, demeanors,
which the textual and visual elements are and body language, and use of rhythm, speed,
arranged on individual pages that contribute stillness and angles.
to an overall set of bound pages; webpage,  Spatial meaning: for environmental and
in which elements such as sound effects, architectural spaces and use of proximity,
oral language, written language, music direction, layout, position of and organization of
and still or moving images are combined; objects in space.
and live performance, in which gesture,
music, and space are the main elements. It
can be delivered via different media or Multimodality is substantial in constructing
technologies like paper(books, comics, activities that go beyond print-based literacies. It
posters), digital(slide presentations, e- recognizes that the digital media affordances make
books, blogs, e-posters, web pages, modes other than text increasingly valuable.
and social media, through to animation,
film and video games), live(a performance The following are examples of multimodal text
or an event) and trans-media (story that is about food, fitness and photos. These are presented
told using multiple delivery channels as a web site using Wipasnapa. The task had a dual
through a combination of media learning focus on food and fitness, along with
platforms, for example: book, comic, photography and strategic use of images to convey
magazine, film, web series, and video meaning. The completed project included user
game). generated (original) video and audio content,
photographs and print.
MODES
1) Reading
2) Listening CULTURAL SENSITIVITY IN A
3) Writing MULTIMODAL TEXT
4) Speaking  Culture
5) Viewing  Culture comes in many shapes and sizes. It
includes areas such as politics, history, faith,
mentality, behaviour and lifestyle. The
SEMIOSTIC SYSTEMS following examples demonstrate how a lack
 Written or Linguistic meaning: for spoken and of cultural sensitivity led to failure:
written language through the use of vocabulary,  Sony Corporation promoted a Black-
generic structure and grammar. against-white ad in their multi-vignette

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 PURPOSIVE COMMUNICATION (PURC111) (MIDTERMS SCOPE)
PlayStation Portable campaign in typically place pictures of contents on
2006. The ad featured a strong- their labels
looking white woman, dressed in all  Pepsodent tried to sell its toothpaste
white, clawing and dominating a in South East Asia by emphasizing
subordinate Black woman. The ad was that it "whitens your teeth." They
constructed to promote their new found out that the local natives chew
ceramic white PSP. It depicted racism betel nuts to blacken their teeth which
for the black. they find attractive.
 When colouring in 800,000 pixels on  The film "Hollywood Buddha"
a map of India, Microsoft coloured showed a complete lack of cultural
eight of them indifferent shades of sensitivity by causing outrage and
green to represent the disputed protest on the streets of Sri Lanka,
Kashmiri territory. The difference in Malaysia and Burma when the designer
greens meant Kashmir was shown as of the film's poster decided to show the
non-Indian, and the product was lead actor sitting on the Buddha's head,
promptly banned in India. Microsoft was an act of clear degradation against
left to recall all 200,000 copies of the something holy.
offending Windows 95 operating system  -The concept of Big Brother was
software to try and heal the diplomatic somehow taken to the Middle East.
wounds. It cost them millions. The show was pulled of the air after its
 The fast food giant McDonald's spent first few episodes due to public protests
thousands on a new TV ad to target the and pressure from religious bodies
Chinese consumer. The ad showed a stating the show's mixed sex format was
Chinese man kneeling before a against Islamic principles.
McDonald's vendor and begging him to  A golf ball manufacturing company
accept his expired discount coupon. The packaged golf balls in packs of four
ad was pulled due to a lack of for convenient purchase in Japan.
cultural sensitivity on McDonald's Unfortunately, the number 4 is
behalf. The ad caused uproar over the equivalent to the number 13 due it
fact that begging is considered a sounding like the word "death". The
shameful act in Chinese culture. company had to repackage the product.
 A nice example of how pictures don't  Language
translate well across cultures is the time  The business world is littered with poor
staff at the African port of Stevadores translations that have caused great
saw the 'internationally recognised' embarrassment and misinterpretations to
symbol for "fragile" (i.e. broken wine their perpetrators due to their lack of
glass) and presumed it was a box of cultural sensitivity. The use of appropriate
broken glass. Rather than waste space language must be given importance.
they threw all the boxes into the sea.  IKEA once tried to sell a workbench
 When the US firm Gerber started called FARTFULL -not a hugely
selling baby food in Africa, they used popular product for obvious reasons.-
the same packaging as in the US, i.e. Both Clairol and the Irish alcoholic
with a picture of a baby on the drink Irish Mist did not properly
label. Sales flopped and they soon consider the German language when
realised that in Africa, companies they launched their products there.
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Clairol's hair-curling iron "Mist Stick"  The personal text number is reserved for
and the drink "Irish Mist" both flopped - a few close associates.
why? 'Mist' translates in German as  Your communications by text tend to be
"manure".-The Japanese seem to have a more urgent than email.
particular flair for naming products. The  Instant messaging
country has given us gems such as  Instant messaging tends to be for longer
"homo soap", "coolpis", "Germ bread" discussions than texting.
and "ShitoMix".  You can engage someone in another city,
 A new facial cream with the name "Joni" state or country in a conversation.
was proposed for marketing in India.  Social networking
They changed the name since the word  Social network sites such as Facebook
translated in Hindi meant "female can be essential to getting your message
genitals."-Coors had its slogan, "Turn it out.
loose," translated into Spanish, where it  You will have to adjust your
became "Suffer from diarrhoea." communication style to a more informal
 All the examples cited above could easily approach.
have been avoided by conducting some  Friends can be gathered on these sites.
basic research in respect to checking the  Tweeting
concept, design, shape, colour, packaging,  The website Twitter allows you to
message or name in the target culture. In broadcast very short messages called
the majority of cases it is simply assumed “tweets” to people who have elected to
that 'if it is OK for us it is OK for them'. If follow your posts.
businesses want to succeed internationally,  This is not the place for a long treatise.
cultural sensitivity must be at the heart of Instead, briefly refer to a new product,
everything they do; from their personal message or development a company is
interaction and relationships with clients to excited about.
the products/services they develop.  Blogs/blogging
 The word “blog” is short for “web log.”
 These sites are often written by
 Technology Based Communicating tools amateurs, but getting a blogger to review
 The backbone of social interaction a product or service can be a good way
to spread the word about small business.
Examples:  Video conferencing
 Email  When you want to convey your message
 Email has become a standard form of with physical gestures and facial
business communication, particularly for expressions, this form of technology can
short messages that require action. be an effective communication tool.
 This allows you to take care of a lot of  This gives you the face-to- face meeting
customers, as well as partners and other you need without having to be in the
stakeholders without lengthy same location.
conversations.
 Texting
 Texting has become the most personal MULTIMEDIA
form of business communication.
PRESENTATION
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Multimedia uses a combination of different content combined with a powerful image on the
forms such as text, audio, images, animations, video screen.
and interactive content.  Avoid clip art, since it can make your
presentation look dated and unprofessional.
A multimedia presentation differs from a normal
6) Use phrases or abbreviated sentences, rather
presentation in that it contains some form of
than full sentences.
animation or media.
 With the possible exception of short direct
quotes, keep full sentences in your oral
presentation and off the screen.
Tips in creating effective presentations 7) Use bullet points sparingly. If using bullet
1) Design a template that is free points, be sure they are less than six words
from distracting items. long.
 Strive for simplicity and readability.  The most effective sliders are often with the
 A designer knows he has achieved least text. “Your presentation is for the
perfection not when there is nothing left to benefit of the audience.
add, but when there is nothing left to take 8) Eliminate the use of headings or titles unless
away. they communicate the main message.
2) Ensure your template promotes readability.  Headings should not be used to introduce or
 Choose color combinations that make it easy identify the topic of the slide.
for the audience to read your slides.  Headings tend to be redundant and should be
 If you will be presenting in a darkened eliminated.
room, then light text on a dark background 9) Use animation, slide transitions, audio, and
works well. But if you will be in a room video sparingly.
with the lights on or considerable ambient  No examples are provided because they
light, then dark text on a light background would be difficult to illustrate in this written
works better. format. Research has shown that when there
3) Select a sans serif font. is movement on the screen, the audience’s
 Sans serif fonts (translated as “without attention is immediately drawn to the
serifs”), such as Calibri, Arial and movement, thus breaking their concentration
Trebuchet, produce a cleaner, less cluttered, on the presentation content. Audiences judge
easier to read look. presentations on their interest in the content,
 By limiting your fonts to two (at most), your not on how many fancy features are used in
presentation will have a consistent look and the slides.
feel. This limitation does not include the use 10) Highlight the most important information in
of bold, italic or bold italic; these alterations tables and graphs.
are considered the same as the base font.  If needed, use builds to present data in a
4) Always use fonts that are 24 point or larger. series of bite-sizes pieces.
 Displaying text that is too small to read 11) Create a handout to accompany your
compromises your message and frustrates presentation.
your audience.  Slides should be designed to visually
5) Incorporate high quality photos, images or enhance (not summarize) your presentation.
diagrams that reinforce your verbal message.  Hand-outs should be well-written
 Research has shown that communication is comprehensive reports, containing detailed
enhanced when a verbal message is information.
12) Be passionate about your topic.
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 The success or failure of your presentation Transmedia enables the further development of the
will hinge on how effectively you engage story world through each new medium; for example
your audience. offering a back story, a prequel, additional
 Bullet points are not passionate, not even ‘episodes’, or further insight into characters and plot
when they’re highly decorated. elements. (Jenkins, 2011). It also can require a more
complex production process.

Creating is defined in the Australian Curriculum as

‘the development and/or production of spoken,
written or multimodal texts in print or digital forms’
Development of multimodal literacy knowledge
and is an embedded literacy expectation across all
and skills
disciplines.
To enable our students to effectively design and
Multimodal is defined in the Australian Curriculum
communicate meaning through such rich and
as the strategic use of ‘two or more communication
potentially complex texts, we need to extend their
modes to make meaning, for example image,
(and along the way, our own) multimodal literacy
gesture, music, spoken language, and written
knowledge and skills. Skilled multimodal
language.
composition requires new literacy design skills and
While the development of multimodal literacy is knowledge to enable students to make informed
strongly associated with the growth of digital choices within and across the available
communication technologies, multimodal is not communication modes to effectively construct
synonymous with digital. The choice of media for meaning.
multimodal text creation is therefore always an
Creating a multimodal text, a digital animation for
important consideration.
example, is a complex meaning design process
A multimodal text can be paper – such as books, requiring the strategic orchestration of a
comics, and posters. A multimodal text can be combination of modes such as image, movement,
digital – from slide presentations, e-books, blogs, e- sound, spatial design, gesture, and language. The
posters, web pages, and social media, through to process of constructing such texts is also truly a
animation, film and video games. cross-disciplinary literacy process, drawing on
digital information technologies and The Arts
A multimodal text can be live – a performance or
(media, music, drama, visual arts, design) to bring
an event. And, a multimodal text can be
meaning to life
transmedia– where the story is told using ‘multiple
delivery channels’ through a combination of media
platforms, for example, book, comic, magazine,
film, web series, and video game mediums all
working as part of the same story. TYPES OF COMMUNICATION
Transmedia is a contested term and Henry Jenkins WRITTEN COMMUNICATION
is worth reading for more background. Jenkins
argues that transmedia is more than just multiple  ELECTRONIC CORRESPONDENCE
media platforms, it is about the logical relations  Electronic mail, or e-mail, is appropriate for
between these media extensions which seek to add short, rapid communications. It is not
something to the story as it moves from one effective for conveying large amounts of
medium to another, not just adaptation or retelling. information or complex information.
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 If you need time to compose a reply, send a more formal than an e-mail, and can be used
brief message acknowledging receipt and to transmit more information– up to a page
communicating when you intend to respond or two.
in full  LETTERS
 REMEMBER THESE:  Letters are the means of formal, professional
 Indicate the subject of the message. communication with others outside an
 Greet the addressee appropriately. organization. Sometimes, letters are used
 Organize your thoughts and within an organization to formally present a
communicate them clearly and secondary document, such as a committee
concisely. report.
 Keep e-mail messages brief and
straightforward.
 Use proper English, grammar, and ORAL COMMUNICATION
spelling; proofread before sending.
 Sign your name to the message.  TELEPHONE CONVERSATION
 Read messages you receive carefully  Prepare a list of questions to ask the person
before responding. you are contacting prior to making the phone
 Example of informal message: call.
 Hello, Dany!  Always clearly identify yourself and your
It’s been a while. I miss you so much. affiliation.
With all the friends that I have, you  State your purpose for calling.
know that you are the only one whom I  Ask your questions clearly without
can go to whenever I feel so down. I just interrupting the person you are talking to,
miss you!!! I hope you are doing well and take notes on the conversation.
there in London! Please tell me if your  Thank the person for his or her assistance.
flight for the next month will pursue!!  Be prepared to leave a message in case the
Can’t wait to watch movies with you person is not available. When leaving a
again! message on an answering machine, clearly
Xoxo Love ya, Sansa state your name and, speaking slowly,
 Example of formal message: include your phone number and the purpose
 Dear Prof. Mondragon: of your call. Also indicate if you will be
Good day! calling the individual back or if you’d like
I was unable to attend our class today him/her to return your call.
due to an emergency at home. I hope you  INTERVIEW
could give me a chance to take a special  A Successful Interviewer is:
exam. I apologize for the inconvenience  Knowledgeable: is thoroughly familiar
that this might bring you. with the focus of the interview; pilot
Thank you for your understanding. interviews of the kind used in survey
Respectfully, interviewing can be useful here.
Arya Stark  Structuring: gives purpose for
interview; rounds it off; asks whether
 MEMORANDUM interviewee has questions.
 A memorandum, or memo, is used to  Clear: asks simple, easy, short
communicate specific information, usually questions; no jargon.
within a department, or organization. It is
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Gentle: Lets people finish; gives them
time to think; tolerates pauses.
 Sensitive: listens attentively to what is
said and how it is said; is empathetic in
dealing with the interviewee.
 Open: responds to what is important to
interviewee and is flexible.
 Steering: knows what he/she wants to
find out.
 Critical: is prepared to challenge what is
said, for example, dealing with
inconsistencies in interviewees’ replies.
 Remembering: relates what is said to
what has previously been said.
 Interpreting: clarifies and extends
meanings of interviewees’ statements,
but without imposing meaning on them.
 Balanced: does not talk too much,
which may make the interviewee
passive, and does not talk too little,
which may result in the interviewee
feeling he or she is not talking along the
right lines.
 Ethically sensitive: is sensitive to the
ethical dimension of interviewing,
ensuring the interviewee appreciates
what the research is about, its purposes,
and that his or her answers will be
treated confidentially.
 PRESENTATIONS
 Presentations can either be informal (for
example, a class presentation or a short
presentation at a meeting) or more formal,
such as a presentation at a workshop or
conference, and speeches. Similar guidelines
apply to both types of presentations.
 Dress appropriately
 Carefully structure your presentation
 Practice your presentation
 Know your presentation’s time limit
 Stimulate the interest of the audience
 Use visual media when appropriate
 Always speak enthusiastically
 Call for questions after your presentation

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