Prelim Purposive

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Samal Island City College- Purposive Communication
Lesson 1 Communication Principles, Processes and Ethics
Learning Objectives:
At the end of the lesson, you should be able to:

 Identify the principles, processes, and ethics of
communication;
 Recall past experiences that made used of the elements of
communication;
 Analyze situations whether it supports/adheres to
communication ethics; and
 Appreciate the value of being righteous while communicating.
Time Frame: 2 hours
Introduction
In this lesson, you will immerse yourself in identifying the elements and
understanding the principles and processes of communication including some
ethical considerations to become an effective communicator. Learning these
things are necessary in any career you would love to venture soon. Keep
reading and enjoy learning every set of lessons prepared for you.
Activity - Let’s get started!
Direction: Describe the picture in not more than three (3) words. Write it on
the line provided below the picture.
(See the picture on the next page)
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________________________________________
Analysis - Let’s Think About it!
Follow-up Questions
1. How can we prevent misunderstanding in communication?
______________________________________________________________
______________________________________________________________
______________________________________________________________
2. What do you think are the causes of conflict in communication?
______________________________________________________________
______________________________________________________________
______________________________________________________________
Abstraction- Let’s Explore!
Communication
is a process of sharing and conveying messages or
information from one person to another within and
across channels, contexts, media and cultures.
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This occurs between two people or more and can be expressed
through written, spoken words or actions (nonverbal), or both spoken
words and nonverbal actions at the same time
Types of Communication according to Mode
A message may be imparted through these types— verbal, nonverbal

and visual. While communication is often thought of as verbal, the non-
verbal mode is equally essential as it enhances one’s message.
Verbal Communication (Linguistics)

The process of sending and receiving messages with words, including
writing. It refers to the form of communication in which message is
transmitted verbally. Communication is done by word of mouth or a piece
of writing.
Nonverbal Communication
The sending or receiving of wordless messages. Such as gesture, body
language, posture, tone of voice or facial expressions. It is all about the
body language of the speaker.
Visual Communication
Is the type of communication that uses visuals to convey information or
messages. Some examples are signs, symbol, imagery, maps, graphs,
charts, diagrams, pictograms, photos, drawings.
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Communication Processes
The communication
process involves
elements such as
source (sender),
encoding, message,
channel, receiver,
decoding, feedback,
context, and barrier.
 Source- the speaker or sender of a message

 Encoding- the process of converting an information
 Message- the message, information, or ideas from the source or speaker
 Channel- the means to deliver a message such as face-to-face conversations,
telephone calls, e-mails, memos and others.
 Receiver- the recipient of the message
 Decoding- the process of interpreting an encoded message
 Feedback- the reactions or responses of the receiver to the message from the
sender
 Context- the situation or environment in which communication takes place
 Barriers- the factors which may affect the communication process
o Examples of Barriers to communication:
 Noise;
 Culture;
 Individual Differences;
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 Language use;
 Past experiences;
 Status; and other factors.
Example Process of Communication
Communication is actually a complex process that requires you to:
 Know your audience,

 Determine your purpose,
 Identify the topic,
 Expect objections,
 Establish credibility with your target audience,
 Present information clearly and objectively, and
 Develop a practical, useful way to seek for feedback
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Communication Ethics
To become effective in communicating, one should observe ethics. This means

that it is necessary to be righteous and has values in exhibiting behavior in
communicating.
Below are some of the ethical considerations by Barrot & Sipacio (2018).
 Uphold Integrity- Be truthful with your opinion and be accurate with your
judgment
 Respect diversity of perspective and privacy- Show compassion and
consideration with the beliefs, status, affiliations, and privacy of others.
 Observe freedom of expression effectively- Be careful of what and how you say
your words depending on the type of people you are communicating with.
 Promote access to communication- Give others an opportunity to express what
they feel and think about the message being communicated.
 Be open-minded- Accept that others have different views or opinions, which
may conflict with yours. So, listen and process the views of other people, and
learn how to reconcile their opinions with your own.
 Develop your sense of accountability- Acknowledge responsibility for all your
actions, good or bad.
 Application - Let’s Do It!
Let’s check your understanding!
Task 1- True or False

Direction: Write T if the statement is true and F if it is false.
______ 1. One has to deliver a clear message to be a good source.
______ 2. Active listening is an important skill to become a good communicator.
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______ 3. The message is a key idea that the sender wants to communicate.
______ 4. The type of message determines the channel that the sender should
use.
______ 5. Communication is unintentional
______ 6. Feedback can be verbal or non-verbal.
______ 7. Communication may not be possible in some situations.
______ 8. It is important to give others opportunity to speak.
______ 9. It is ethical to lie sometimes in giving your opinions to avoid conflict.
______ 10. Being careful on how you say your words is very essential in
communication.
Task 2. Fill in the Blanks

Direction: Provide what is being asked in the following sentences below. Write
your answers on the space provided before each number.
__________________1. The environment where the communication takes

place.
__________________ 2. It is the element of communication process where it
reaches its final point when the message has been successfully transmitted,
received, and understood.
__________________ 3. It is the medium by which a message is transmitted.
Text messages, for example, are transmitted through the medium of cell
phones.
__________________ 4. This can be any sort of interference that affects the
message being sent, received, or understood.
__________________ 5. Process of exchanging verbal or non-verbal
information between two or more people who can either be the speaker or the
receiver of the messages.
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Task 3. Identify and fill-in!
 Identify two (2) situations based from your own experiences. For each situation,
identify the elements of communication (context, sender-receiver, message,
channel and barrier. Write your answer in the provided columns below.
Sender-
Context Message Channel Barriers
Receiver
Example
Teacher- Teachers, The student Online Signal,
student students needs to Conversation status of the
consultation comply the student
on students’ online
performance requirements
in class before the
deadline.
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Let’s check how far you have learned from the lesson!
Task 4
Direction: Read and analyze each question and encircle the letter of
your answer.
1. The following are the things to be observed to become an effective

communicator EXCEPT______________________.
a. Pick an opportune time to speak.
b. Express yourself without thinking thoroughly.
c. Listen attentively and know your audience.
d. Observe how others communicate in different context.
2. “Communication can also be express using non-verbal communication.” Which

of the following supports the statement in relation to ethics?
a. In face to face conversation, it is necessary to speak clearly.
b. In communicating, it is important to maintain or establish relationship.
c. In casual conversation, there is a need to adjust the volume of speech.
d. In exchanging information, one should observe appropriate body language.
3. Which of the following statement is TRUE about communication?

a. Communication is a one-way process, it starts and ends with ideas.
b. Sender and receiver are passive during communication process.
c. Communication is a process of transmitting ideas verbally.
d. Communication is dynamic/continuous in nature.
4. “Barriers in communication can affect the message being delivered” Which of

the following is NOT true about the effects of barriers to communication
a. This leads to poor communication/ ineffective communication results.
b. The message may not be received exactly the way the sender intended.
c. This may create conflicting ideas, but reduced the impact of confusion to the
sender.
d. Messages may become distorted that may cause confusion/
misunderstanding.
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5. ‘Misunderstandings may occur due to wrong interpretation of non-verbal code”.
Which of the following statements below does NOT address the problem
mentioned above?
a. Appropriate non-verbal signals are necessary in creating trust and
transparency.
b. The way you move and carry yourself must be applicable to the situation.
c. Eye contact should be maintained for smooth flow of conversation.
d. Perform different hand gestures and body movement while communicating.
e. Closure
f.
Good job for completing the 1st lesson in Purposive Communication!

You already now have the knowledge about communication
principles, processes, and ethics. This would actually help you in
your daily lives and to help you prepare in whatever venture or work
you will be engaging in the future. See you in our next lesson!
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Lesson 2 Communication and Globalization

 Understand and appreciate the impact of globalization in
communication and vice-versa;
 Identify effective communication situations; and
 Develop skills/ways on how to communicate effectively
to a variety of audiences.
Time Frame: 2 hours
Introduction
In this lesson, you will begin to understand the influence of globalization

and how it has impacted communication. Today, as a student you need to
understand the impact of culture on manners of speaking and body language,
including how to use technology to communicate with people on the other side
of the globe. Have fun in your learning journey!

Direction: Guess what name/brand each of the following logo designs
represents. Write your answer on the space provided.
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Analysis- Let’s Think About it!
Follow-up Questions
1. How do these new technologies affect the way we communicate today?

______________________________________________________________
______________________________________________________________
______________________________________________________________
2. What do you think would be the results if these technologies are not used
responsibly?
______________________________________________________________
______________________________________________________________
______________________________________________________________
Globalization
The basic concept of globalization is the expansion and

integration of the cultural, political, economic, and
technological domains of countries. This reflects that the
world is borderless, and the countries are interconnected
and interdependent.
Globalization and global communication have made it

easier to see people on the other side of the world as a
neighbor, instead of a stranger from a faraway land.
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Some effects of globalization to global communication are having or increased
business opportunities, fewer cultural barriers as well as creating a global
village or making the world or community connected with the use of
technology.
With globalization, people are now exposed to diversity---valuing the

uniqueness of differences in gender preference, color, age, religion,
affiliation, ethnicity, education, social, economic status and political
beliefs.
Consequently, the context of globalization

requires effective communication skills from
students and workers to cope with the demands
and challenges brought about by this
phenomenon. With this, it is very important to
know how to communicate effectively.
How to communicate effectively in a GLOBAL SOCIETY
1. Express your ideas effectively in verbal, non-verbal, and written

forms in either digital or non-digital environment or both.
2. Use effective listening skills to evaluate arguments and rationalize
judgments, and improve job-effectiveness and work relationship.
3. Communicate with purpose to a variety of audiences.
4. Promote collaboration and cooperation with others.
5. Understand the concept of diversity and promote respect all the
time.
6. Use technology and social media responsibly.
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Application - Let’s Do It!
Task 1- True or False

Directions: Write T if the statement is true and F if it is false.
______ 1. Due to globalization, the more you become exposed to diverse
cultures.
______ 2. Because of globalization, modes and forms of communication have
changed.
______ 3. Globalization deepens poverty.
______ 4. As more people cross borders because of globalization, the more
language contact happens.
______ 5. Our exposure to different cultures using communication technologies
may teach us to understand communication conflict.
_______6. Communication is essential for personal and professional
effectiveness.
______ 7. Cultural awareness is one of the major impact of globalization.
______ 8. It is not necessary to be responsible in using social media, as long
as you express your ideas, it’s what that matters.
______ 9. Listening is important in communication especially in dealing with
people from different cultures.
______ 10. Globalization is only an economic concept.
Task 2
Directions: Write “E” if the statement defines effective communication in a
global society. Otherwise, write “NE”.
______ 1. You are able to articulate information or thoughts using verbal, non-
verbal and written forms in any situations.
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______ 2. You are able to communicate not only through speech or text, but
also through multiple multimedia forms.
______ 3. You are able to communicate well with people of diverse
backgrounds.
______ 4. You are proficient in synthesizing ideas on your own.
______ 5. You have the ability to express your ideas in solving complex
problems.
______ 6. You listen effectively to make a sound argument.
______ 7. You post ideas and comments on social media and do not take
accountability for the outcomes.
______ 8. You think and work creatively to arrive at sound conclusions in
conversation.
______ 9. You show respect in sharing your ideas to people when
communicating.
______ 10. You are intolerant when conversing to people with diverse cultures.
Task 3
Directions: Read and analyze each question and encircle the letter of your
answer.
1. Jack, who works in public relations for a political figure, has received a hilarious,
but potentially offensive joke from one of his friends via e-mail. To best ensure
his continued employment, Jack should ________________.
a) post the joke to his personal Facebook page immediately.
b) forward the joke to everyone in his address book.
c) relay the joke to the politician who employed him.
d) discourage his friend from sending such messages to his work e-mail
address.
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2. In global society, people are no longer distant and isolated because they are
being connected by________________.
a) Transportation
b) Technology
c) Family gatherings
d) Communication
3. How globalization contributes in uplifting the economic stability of a particular
country?
a) Through assisting one‘s political advocacy.
b) By local and international transactions’ efficiency.
c) By giving global awareness on how to boost one’s economic status.
d) Smooth participation in the global market resulting in foreign investment.
4. Which is NOT an example of effective communication in global society?
a) You are able to communicate well with people of diverse backgrounds.
b) You are able to articulate information or thoughts using verbal, non-verbal
and written forms in any situation.
c) You post all your ideas and comments on social media.
d) You listen effectively to make a sound argument.
5. What is the one major impact of globalization?
a) cultural awareness
b) cultural identity
c) cultural simplicity
d) cultural differences
g. Closure
h.
Amazing work! You see, globalization made our lives incredibly
convenient in innumerable ways that is why understanding its impact
will help you embrace the differences or be open to accept the culture
of others. Thus, becoming a global communicator. See you again in
our next lesson.
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Lesson 3 Communication in Multicultural Contexts

 Identify situations whether it display effective
communication in multicultural context;
 Increase cultural and intercultural awareness and
sensitivity in communication of ideas; and
 Reflect on a learning experience.
Time Frame: 2 hours
Introduction
In this lesson, you will engage yourself into situations that would give
you a deeper understanding on people with diverse cultures. Understanding
peoples’ culture is essential for effective communication. Merely knowing
other’s language is not enough. It is also necessary to become aware of the
norms and rules of culture that might influence the nature of interactions you
have with its members. It is important to understand the ways culture shapes
interaction. Have fun learning lesson 3!
Tell what country I am!
Directions: Look at the pictures presented below. Write inside the

box the country each person belongs to. Good luck!
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Analysis - Let’s Think About it!
Follow-up Questions
1. What are examples of cultural barriers to communication?

______________________________________________________________
______________________________________________________________
______________________________________________________________
2. What do you think are the causes of these barriers?
______________________________________________________________
______________________________________________________________
______________________________________________________________
3. What are the ways to avoid these barriers?
______________________________________________________________
______________________________________________________________
______________________________________________________________
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Communication in Multicultural Contexts
With the emergence of a global society, the

academic and professional environments have
become multicultural.
This means that, you coexist with people from
diverse or different cultural backgrounds, beliefs,
religion, gender, nationalities, religion, and
ethnicity.
The diversity of people and culture—impacts communication. People interacting

with those coming from unfamiliar cultures may have difficulties in
communication. Your verbal communication is always accompanied by non-
verbal cues such as gestures, facial expressions and other body movements
that add to what you are saying in different ways.
Barriers to Communication IN MULTICULTURAL SETTINGS
Some of the barriers to effective communication are

o language
o medium of communication
o personality and culture
Culture became barrier to an effective communication when a
person has different language bearing, and they have
different interpretation to such words.
What is the difference between Multicultural and Intercultural?
While they all might be under the same roof, they

describe entirely different rooms. The differences in
the meanings have to do with the perspectives we
take when interacting with people from other cultures.
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Multicultural refers to a society that contains several cultural or ethnic groups.
People live alongside one another, but each cultural group does not necessarily
have engaging interactions with each other.
Intercultural (Cross-cultural) refers to the comparison of different cultures. In

cross-cultural communication, differences are understood and acknowledged,
and can bring about individual change, but not collective transformations. In
cross-cultural societies, one culture is often considered ― “the norm” and all
other cultures are compared or contrasted.
Example:
It is very normal for Americans to shake hands as a form of greetings but
not for Japanese who bow when they greet each other. Another is,
“nodding” means “yes” in some nationalities like Indians and Latin
Americans, but in other countries like Syria, Turkey and Greece
“nodding” means “no”.
Just a Quick Side Note:
When you communicate in a multicultural context, it is essential for you

to learn, acknowledge, and understand the various communication and
behavioral patterns present in other cultures locally and globally.
Intercultural Communication Skills
When you interact, negotiate or convey information in a multicultural

setting, you apply your intercultural communication skills.
Intercultural Communication is the verbal and nonverbal
interaction between people from different cultural backgrounds.
Basically, “inter” is a prefix that means ―between—and
“cultural” means —culture—. In short, intercultural
Talking about
communication communication
is the skills between cultures.
communication
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In order to become an effective intercultural communicator, you
need the following core skills:
 Ability to express understandable and culturally sensitive thoughts,

feelings, opinions, and expectations.
 Ability to engage and immerse in the local culture and language.
 Ability to establish shared meanings with the local people to avoid
stereotyping and miscommunication.
 Ability to develop a language capacity such as using local greetings
and opportunities to use the local language in other contexts.
 Ability to empathize with how the locals see the world.
Intercultural Communication Guidelines
 Listen attentively when others are speaking.
 Be patient in listening to other people’s ideas

even if it’s not the same with yours.
 Make positive interpretations of the actions

and words of people.
 Learn non-verbal cues of other cultures.
 Speak gently and politely.

 Stay calm, cool and composed when you
make a mistake or feel embarrassed by
others. Culturally, others do not want to
embarrass you.
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 Avoid using gender biased language.
 Avoid asking inappropriate or personal
questions.
 Avoid stereotyping or generalizing certain
groups. Keep an open mind and be flexible.
 In case you did not get the message conveyed,

request him/her to repeat the message or
simplify it.
 When you feel uncomfortable about something

while communicating, request them to clarify
their meanings and intentions before you
express your emotions and ideas.
Gender-biased words or sexist language

Use words that are free from gender prejudice and unfair assumptions. Words
must not influence the audience in any particular or unfair direction.
Gender-biased or sexist Neutral

language
Businessman Business Executive
Chairman Chairperson/ Chair
Congressman Legislator
Fireman Firefighter
Foreman Supervisor
Manpower Workforce/Employees
Policeman Police Officer/ Public Safety Officer
Spokesman Spokesperson
Stewardess Flight Attendant
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Some ways to avoid gender-biased language
a) Use appropriate titles.

Sexist: Dear Sir (unknown addressee)
Non-sexist: Dear Sir or Madame (unknown addressee)
Non-sexist: Attention: HR Manager
b) Substitute gender-biased pronouns with articles or determiners.

Sexist: Every employee is entitled to his 13th month pay.
Non-sexist: Every employee is entitled to a 13th month pay.
c) Use pronouns (he/she, his/her, his/hers) instead of just pronouns

addressing male.
Sexist: Every applicant must fill out his own application form.
Non-sexist: Every applicant must fill out his/her own application form.
d) Use plural pronouns instead of singular pronouns.
Sexist: A nurse is trained to understand her patients’ emotions as well as physical
symptoms.
Non-sexist: Nurses are trained to understand their patients’ emotions as well as
physical symptoms.
Application - Let’s Do It!
Task 1
Directions: Write E on the blank if the statement displays effective

communication in a multicultural setting; otherwise, write I.
______ 1. I address people with their first names.

______ 2. I ask politely for clarifications from people when necessary.
______ 3. I deal with facts and practical skills and attitudes.
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______ 4. I don’t obey most of the rules in school.
______ 5. I listen to what my team members have to say.
______ 6. I pretend I like certain situation just to build relationship.
______ 7. I shout to be heard and understood.
______ 8. When the person I am talking to is quiet. I think the person is stupid.
______ 9. I think women are not excellent drivers.
______ 10. I leave immediately when I do not like the flow of conversation.
Task 2
Direction: Read and analyze each questions and encircle the letter of your answer.
1. It is the co-existence of many diverse cultures in a society.
a) Intercultural Communication
b) Multicultural Setting
c) Cross-Cultural
d) Cultural
2. What is intercultural communication?
a) The process of becoming a member of a new society.

b) The ability to speak the same language as someone else.
c) The system of interaction between people within a single culture.
d) Verbal and nonverbal interaction between people from different cultures.
3. To communicate orally with people from other cultures, one should

_______________________.
a) learn to speak that person’s language fluently.

b) speak slowly and demonstrate empathy.
c) encourage the listener to clear out what’s being said.
d) All of the above.
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4. It seeks to understand how people from different countries and cultures act,
communicate and perceive the world around them.
a) Intercultural Communication
b) Multicultural Context
c) Cross-Cultural Communication
d) Cultural Diversity
5. How can you avoid gender-biased language?
a) Typecast all men as leaders, all women as dependents.

b) Never assume that the person reading your story/article will be male.
c) Associate seriousness only with men and emotionalism only with women.
d) Refer to women according to physical appearance and men according to
their personal status
i. Closure
j.
Kudos to you! You are now knowledgeable of what may

happen if people with different cultures meet. The knowledge you
have now will help you how to deal with people across cultures.
Due to the likelihood of our working and living with people from
all over the world is increasing, now is the right time to embrace
diversity and learn about other cultures so that we refrain from
unfairly stereotyping them.
Congratulations and keep your desire to finish every lesson of
this course. Someday, you are going to get the benefits of all the hard
work that you did today! See you again in module 2.
Page 26 of 27
References
Barrot, J., & Sipacio, P. J. (2018). Purposive Communication in the 21st Century. C &
E Publishing, Inc.
Felipe, C (2020). Agencies urged: Take advantage of extended state of calamity.
Retrieved on Sept 20, 2020, fromhttps://www.philstar.com/headlines/2020/
09/20/2043762/agencies-urged-take-advantage-extended-state-calamity
Lim, J., Hamada, I., & Alata, E. (2019). A Course Module for Purposive
Communication. Rex Bookstore, Inc.
Ranada, P., Talabong R., & Gotinga J. (2020). Mayor of the Philippines’ leaves LGUs
blind amid COVID-19. Retrieved on Sept. 14, 2020, from
https://rappler.com/newsbreak/in-depth/mayor-of-the-philippines-leaves-lgus-
blind-amid-covid-19
Compiled by: Jollie Grace Mendoza & Jesielyn Dais
Page 27 of 27

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At the end of the lesson, you should be able to:

Time Frame: 2 hours

Activity - Let’s get started!

Analysis - Let’s Think About it!

Abstraction- Let’s Explore!

Types of Communication according to Mode

A message may be imparted through these types— verbal, nonverbal

Verbal Communication (Linguistics)

 Source- the speaker or sender of a message

Example Process of Communication

Communication is actually a complex process that requires you to:

 Know your audience,

To become effective in communicating, one should observe ethics. This means

 Application - Let’s Do It!

Let’s check your understanding!

Task 1- True or False

Task 2. Fill in the Blanks

__________________1. The environment where the communication takes

1. The following are the things to be observed to become an effective

2. “Communication can also be express using non-verbal communication.” Which

3. Which of the following statement is TRUE about communication?

4. “Barriers in communication can affect the message being delivered” Which of

Good job for completing the 1st lesson in Purposive Communication!

At the end of the lesson, you should be able to:

Time Frame: 2 hours

In this lesson, you will begin to understand the influence of globalization

Activity - Let’s get started!

1. How do these new technologies affect the way we communicate today?

Abstraction- Let’s Explore!

The basic concept of globalization is the expansion and

Globalization and global communication have made it

With globalization, people are now exposed to diversity---valuing the

Consequently, the context of globalization

How to communicate effectively in a GLOBAL SOCIETY

1. Express your ideas effectively in verbal, non-verbal, and written

Let’s check your understanding!

Task 1- True or False

At the end of the lesson, you should be able to:

Time Frame: 2 hours

Activity - Let’s get started!

Tell what country I am!

Directions: Look at the pictures presented below. Write inside the

1. What are examples of cultural barriers to communication?

Communication in Multicultural Contexts

With the emergence of a global society, the

The diversity of people and culture—impacts communication. People interacting

Barriers to Communication IN MULTICULTURAL SETTINGS

Some of the barriers to effective communication are

What is the difference between Multicultural and Intercultural?

While they all might be under the same roof, they

Intercultural (Cross-cultural) refers to the comparison of different cultures. In

Just a Quick Side Note:

When you communicate in a multicultural context, it is essential for you

Intercultural Communication Skills

When you interact, negotiate or convey information in a multicultural

 Ability to express understandable and culturally sensitive thoughts,

Intercultural Communication Guidelines

 Listen attentively when others are speaking.

 Be patient in listening to other people’s ideas