o the act of passing or sharing of

PURPOSIVE
information from one person to another.
COMMUNICATION o the sharing or exchange of thoughts,
ideas, feelings with others or within a
group (Oxford Advanced Learner’s
Purposive Communication Dictionary)
o the glue that holds together societies: the
o writing, speaking, and presenting to withness part of the Latin term cum-
different audiences and for various munis (to work publicly together with)
purposes - Groenbeck (1990)
o develops students’ communicative o the process of sending and
competence and enhances their cultural receiving messages or
and intercultural awareness transferring information from
o provides opportunities for one part (sender) to another
communicating effectively and (receiver)
appropriately to a multicultural audience
in a local or global context
o equips students with tools for critical SMCR Model of Communication
evaluation of a variety of texts and
focuses on the power of language and o In 1960, David Berlo expanded
the impact of images to emphasize the Shannon and Weavers (1949)
importance of conveying messages linear model of communication
responsibly which leads to the creation of
SMCR Model of
Communication (Berlo’s
Model of Communication)
Module 1. Exploring
Communication
4 Factors of Berlo’s Model of Communication
Lesson 1. Communication Processes, 1. Sender (S)
Principles and Ethics  the source or encoder
 the origin of thoughts
 the person who transfers the
Written Communication information to the receiver
o the process of conveying a message
2. Message (M)
through written symbol
 it is created by the conversion of
o the most common and effective mode of
thoughts into words, and this
business communication
process is called encoding
E.g., memo, reports, and letters
 verbal, non-verbal (facial
expressions or gestures), or
graphic (writings, symbols,
“cultural proficiency doesn’t mean memorizing signs or pictures)
every cultural nuance of every market. It’s
knowing when to listen, when to ask for help, Failure to interpret a message,
and when—finally—to speak” – Genevieve particularly non-verbal, may lead to
Hilton miscommunication
 the message should be properly
structured in order to convey the
Communication in the aspect of Global information successfully.
Environment
o vital for businesses to effectively 3. Channel (C)
explain how their products and services  the medium how the
differ from their competitors information flows from the
o necessary for individuals to express sender to the receiver.
themselves and to fulfill basic needs and Five senses are channels for human
holds true for business, governments and communication.
countries
 in modern generation,
communication is carried out by
Communication Defined technology-based channels.
 i.e. social media i.e. talking to a friend in a bar
platforms with banging loud music
 public communication delivers
loud music (environmental
message via radio, televisions,
noise), impacts the
newspaper and etc.
communication due to
interference in the sense of
hearing, thus affects
understanding
4. Receiver (R)
 the decoder of the message
2. Physiological Barriers
When the message reaches the receiver,
o bodily or organic characteristics
the receiver tries to comprehend the
of the speaker or listeners that
significance of the message and then
interfere with the transmission
responds accordingly, this process is
or reception of information
called decoding.
The receiver is expected to possess i.e. fatigue may affect a person’s
concentration leading to
The one receiving the message is difficulties in keeping up with
expected to possess: the conversation.
o Good communication skills to 3. Psychological Barriers
understand what the speaker is o has something to do with beliefs
trying to convey; or in common term, prejudice.
o The right attitude to understand
the message in a positive way; i.e. we fail to listen and
and understand other’s because our
o Equal understanding of social own beliefs create a gap to
connect with people of different
and cultural backgrounds to put
beliefs.
the message in the proper
perspective.

4. Language Barriers
o words mean different things to
5. Noise (N)
 any type of disruption that different people
interferes with the transmission
or interpretation of message
 it can influence the efficacy of  Improper use of words may confuse
communication process listeners and may result to
 it can be internal undesirable behavior or unfavorable
(psychological), external, and reception on the part of the listeners.
semantic (comprehension of  Incorrect pronunciation, complex
receiver, i.e. confusion, sentences, faulty grammar and
empathy, and idioms classified spelling may confuse listeners or
as either physical or readers and may result to
psychological) undesirable behavior or unfavorable
- physical (i.e. reception.
slamming the door)  Insensitive and discriminatory terms
- psychological (i.e. should also be avoided. Terms such
bodily/mental as differently abled for the
conditions) handicapped and informal settlers
for squatters are less offensive to
NOTE: The context is important in hear.
communication.
NOTE: Better communication entails the use of
correct and precise word depending on context
Barrier to Communication and the communicator’s facility in the use of
language.
1. Physical Barriers
o environmental elements that
affects the person’s ability to Principles of Ethical Communication
process or convey information
 Emotional intelligence/empathy as the 6. Strive to Understand
precursor of all soft skills, which allows o it is important for listeners to
all personnel to be understood, and to strive and fully understand what
effectively communicate with others. is being said before responding
o reading “in between the lines” is
also an important skill that
1. Be Truthful and Honest allows for understanding what
o being honest means isn’t said, but was implicitly
communicating what is known said or implied
to be true to a listener, with no
intent to deceive or present only
parts of the truth. 7. Avoid a Negative Tone
o beings as objective as possible o avoid rudeness, be polite and
o ‘do not lie’ professional, and have tact
o ‘it’s not only important what
you say, but how you say it’
2. Active Listening o tone is one of the most critical
o it is necessary for the recipient facets of communication
to pro-actively listen to the
speaker, and to not just hear Note: Keeping the tone positive/neutral
what they want to hear, or to is best, as the tone of a verbal/written
hear only parts of the message is always picked up by the
conversation. receiver, and can alter how the message
o ‘response is important’ is received and/or understood.

3. Speak Non-Judgmentally 8. Do Not Interrupt Others

o speak in a non-judgmental o allowing others to speak is
manner with every recipient, important for the creation of
negating unnecessary conflict, civil, effective working
which typically creates a environment
breakdown in communication o in this context, interruption
and causes misunderstandings hinders corporate progress and
o unnecessary conflicts from creates conflicts
unethical communication is not o ‘respect’ the speaker and the
good in any business listener

4. Speak from Your Own Experience 9. Respect Privacy and Confidentiality

o bringing your personal o honoring client and employee’s
experience into a dialogue with confidentiality and privacy can
business listeners is important, have a wide range of positive
providing backup for your implications (i.e. protects a
arguments with something more person from becoming a
tangible ‘marites’)
o it supports your claim which
leads to better understanding for
the listeners
10. Accept Responsibility
o take responsibility for the
5. Consider the Receivers Preferred actions that result from one’s
Communication Chanel word, whether it be good or bad
o use a communication channel o owning one’s words reinforces
that is preferred by your target the importance of being
audience (i.e. face-to-face, conscientious about ethical
email, phone call and etc.) communication.
o in presenting data to a business
audience, be aware of the
preferred method of Ethical Communication in an Organization
presentation for that business
o In business organizations,
communicating concisely, ethically, and
 appropriately are all necessary for a Language Register
business to operate effectively and
o the appropriateness of the level and
efficiently.
o Operating according to a style of speaking and writing
o the way a speaker uses language
communication-based code of ethics is
important for both small and large scale differently in different circumstances.
person-to-person conversations.
o For larger audiences it is often important Variety of Language
for business members to employ
additional values to their communication o any variant of a language which can be
principles. sufficiently delimited from one another.
- Choosing the right place/time - SOCIAL
- Knowing one’s audience - HISTORICAL
- SPATIAL
- Or a combination of these
Lesson 2. Communication, Globalization, and
Technology
Different Languages Varieties
Pidgin
Technological Globalization
o simplified speech used for
o technological diffusion (the spread of communication between people with
technology around the globe) different languages
Technological progress and economic o language which develops in situation
growth rates were linked, and that the rise in where the speaker needs to
technological progress has helped improve communicate but do not share a
the situations of many living in absolute common or in the same language
poverty (World Bank 2008). Creole
Advancements in technology have o a pidgin that becomes the first language
considerable facilitated globalization. of the children and the mother tongue of
Technological advancements reduce costs of the community
transportation and communication across Dialect
nations and thereby facilitate global sourcing
of raw materials and other inputs. o includes the difference in grammar,
morphology, vocabulary, syntax and
Technological change also affects
punctuation
investments.
o refer to the way people speak their
native language

Accent
Lesson 3. Varieties and Registers of Spoken
and Written Language o refers to how people pronounce words
and how someone speaks another
language.
Language
Spoken Language Regional Dialect

Written Language o not a distinct language but a variety of a

language spoken in a particular area of a
country.
Language Varieties o being given a traditional name which
mark them out as being significantly
o a general term for any distinctive form different from standard varieties spoken
of a language or linguistic expression. in the same place.
Language is dynamic and culture bound,
the differences in culture eventually Minority Dialect
resulted in changes in the original English
language. o a particular minority ethnic group have
their own variety which they use as a
 marker of identity that mark of identity,  close relationship
usually alongside a standard variety.  family relationship

Indigenized Verities
Language Register
o spoken mainly as second languages in
ex-colonies with multi-lingaul o variety of language, different language
population. and levels of formality are used in
o the differences from the standard variety different situations and scenarios
maybe linked to English proficiency, or o level of formality with which you speak.
maybe part of a range of varieties used o different situations and people call for
to express identity. different registers.

Language Registers
o also called linguistic register and speech Classification of Language Register
register) describes the way a person
Formal Language Registers
speaks in relation to their audience.
o the most difficult type of writing. It
is impersonal. Meaning,
o it is not written for a specific person
and is written without emotion.
Frozen
o refers to historic languages or
Informal Language Registers
communication that is intended to
remain unchanged, like a constitution or o is written in the way we talk to our
a prayer friends and family.
o we use informal writing when we
Formal
are writing to someone we know
o used in professional, academic or legal very well
settings where communications is
expected to be respectful, uninterrupted,
Neutral Language Registers
and restrained. Slang is never used and
contractions are rare. o we use the neutral language register with
Consultative none motional topics and information.
o not necessarily formal or informal. It is
o this language is a standard form of not usually positive or negative.
communication. o used to deliver facts.
o a more formal form of communication o some writings are written in a neutral
and is of professional or technical register (they are not specifically formal
discourse. or informal)
Purpose of Consultative
- demonstrate, communicate Spoken Language
between a superior and a
subordinate o variation in speed – but it is generally
faster than writing
Casual o loudness or quietness
o used when they are with friends, close o gestures – body language
acquaintances and co-workers, and o intonation
family o stress
o rhythm
Intimate o pitch range
o usually between two people and often in o pausing and phrasing
private
Characteristics of Intimate Written Language

 addressee 1. Performance Spoken - usage is fleeting.

 extraction Written language is permanent.
 jargon
2. Processing Time - most reading contexts 7. Be aware of how your cultural
allow readers to read at their own rate. perspective influences your judgments
about what appropriate, normal, or
3. Distance - the written word allows messages
superior behaviors, values, and
to be sent across two dimensions: physical
communication styles are;
distance and temporal distance.
8. Accept that in cross-cultural situations,
4. Orthography- in writing we have graphemes there can be uncertainty, and that
– punctuation, picture or chart lends a helping uncertainty can make you anxious. It
hand. can also mean that you do not respond
quickly and take the time needed to get
5. Complexity Writing- has longer clauses and more information.
more subordination. 9. Take any opportunity to put yourself in
6. Vocabulary Writing - typically utilizes a places where you can learn about
greater variety of lexical items then spoken differences and create relationships; and
conversational English. 10. Understand that you will likely be
perceived as a person with power and
7. Formality Writing - is quite frequently more racial privilege (or the opposite), and
formal than speech. that you may not be seen as unbiased or
as an ally.

Cultural Awareness / Cultural Sensitivity

Cultural awareness
o is knowing that there are multiple
Lesson 4. Local and Global Communication
different cultures – based on religion,
in Multicultural Setting
ethnicity, nationality, and other factors-
that have different attitudes and outlooks

Global Community Cultural Sensitivity

o the people or nations of the world, o involves accepting those differences

considered as being closely connected without insisting your own culture is
by modern telecommunications and as better, or that everyone should do it your
being economically, socially, and way (Sherman, 2018)
politically interdependent
Examples:
See examples in the table…
 Major offices and some homes
Gender-Neutral Political
linked with optical fiber systems
Words Correctness
 Global multimedia services
Words
 Satellite transmissions ancestors, forebears academic dishonesty
(instead of (instead of cheating)
forefathers)
Cultural Awareness & Sensitivity Guidelines aesthetically
artificial, challenged (instead
1. View human difference as positive and a manufactured (instead of ugly)
cause for celebration; of man-made)
2. Have a clear sense of your own ethnic, black (instead of
cultural, and racial identity; average/ordinary negra)
3. Be aware that in order to learn about person (instead of
others, you need to understand and be common man) comb-free (instead of
prepared to share your own culture; bald)
4. Be aware of your own discomfort when chair, chairperson,
you encounter differences in race, color, coordinator (instead differently abled
religion, sexual orientation, language, of chairman) (instead of disabled)
courteous, cultures drug dependent
and ethnicity;
(instead of ladylike) (instead of drug
5. Be aware of the assumptions that you addict)
hold about people of cultures different first-year student
from your own; (instead of freshman) dysfunctional family
6. Be aware of your stereotypes as they (instead of broken
arise and develop personal strategies for flight attendant home)
reducing the harm that they cause; (instead of
stewardess) economically Gender Sensitivity, Gender Sensitivity
marginalized Language, Gender Neutral Words and
human resources (instead poor) Political Correctness
(instead of
manpower) elderly, senior Gender Sensitivity
(instead of old)
o refers to the aim of understanding and
legislator,
representative (instead ethnically taking account of the societal and
of congressman) disoriented (instead cultural factors involved in gender-based
of dishonest) exclusion and discrimination in the most
mail carrier, letter diverse spheres of public and private life
carrier, postal worker hearing impaired
(instead of mailman, (instead of deaf) Gender Sensitivity Language
postman) o the realization of gender equality in
informal settlers
written and spoken language.
people, human beings (instead of squatters)
(instead of mankind) o attained when women and men and
intellectual those who do not conform to the binary
person, individual disability, gender system are made visible and
(instead of man) intellectual addressed in language as persons of
development equal value, dignity, integrity, and
police officer (instead disorder (instead of respect.
of policeman) mental retardation)

solidarity (instead of intellectually

Checklist for Gender Revisions
brotherhood) impaired (instead of
stupid) 1. Have you used manor menor words
to operate, to cover, to containing one of them to refer to people who
staff (instead of to little people (instead may be female? If so, consider substituting
man) of midget) another word.
morally challenged 2. If you have mentioned someone’s gender, was
(instead of a crook) it necessary to do so? Unless gender and related
matters – looks, clothes, parenthood – are
nondiscretionary relevant to your point, leave them unmentioned,
fragrance (instead of
body odor) 3. Do you use any occupational stereotypes?
Watch for the use of female pronouns for nurses
outdoor urban and male ones for scientists, for example.
(instead of homeless)
4. Do you use language that in any away shows
people of mass a lack of respect for either sex?
(instead of fat)
5. Have you used he, him, his, or himself to refer
rape survivor to people who may be female?
(instead of rape
victim)
Political Correctness
sexually
dysfunctional o used to describe language, policies, or
(instead of perverted) measures that are intended to avoid
offense or disadvantage to members of
socially misaligned particular groups in society.
(instead of
psychopath)

technologically
challenged (instead
of computer Module 2. Understanding
illiterate)
Intercultural
vertically challenged
(instead of short)
Communication and
Evaluating Messages

Lesson 1. Evaluating Message and/or Images

Linguistic Landscape
o the "visibility and salience of languages
on public and commercial signs in a
given territory or region" (Landry and
Bourhis 1997:23)
o a thing that one can see that do not
necessarily need words to express a
thought.

Geosemiotics
o the study of the social meaning of the
material placement of signs in the world.
o by signs, we mean to include any
semiotic system including language and
discourse (Scollon & Scollon, 2003; in
Mooney & Evans, 2015)

Online Landscape Netizens

o these are people who go online. The
term netizen is an abstraction of the
words internet and citizen.
o netizens are metaphorically considered
as the citizens of the virtual world.

Examples
(A) YouTube - an American video-sharing
platform headquartered in San Bruno,
California, USA
(B) Twitter - an American microblogging
and social networking service on which
users post and interact with messages
known as TWEETS.
(C) Memes - a term given to any posts,
language or photo that has an uptake to a
social, moral, or political idea that most
of the time seems funny.