Chapter |. ——— COMMUNICATION PROCESS PRINCIPLES, AND ETHICS J LEARNING outcome} Peeecenea (Describe the nature, components, process, principles and ethics of communication in various multicultural contexts The term communication process refersto the exchange of information between {wo or more people. For communication to succeed, both participants must be able to exchange information and understand each other. If the flow of information is blocked for some reason or the parties cannot make themselves understood, then communication fails. If you have texted your friend or given an oral presentation in class, then you have engaged in communication. Any time two or more people get together to exchange messages, they are engaging in this basic process, Although it seems simple, communication is actually quite complex, with a number of components (Nordquist, 2018) ‘A. COMPONENTS OF COMMUNICATION Nordquist (2018) describes the components of communication as follows 1. Sender. The communication process begins with the sender, who is also called the communicator or source. The sender has some kind of information ~acommand, request, or idea — that he or she wants to share with others. In order for that message to be received, the sender must first encode the message in a form that can be understood and then transmit it. 2. Receiver. The person to whom a message is directed is called the receiver ‘or the interpreter. in order to comprehend the information from the sender, the receiver must first be able to receive the sender's information and then decode or interpret it. _ lis 53. Message. The message or content is the information that the sender wants to relay to the receiver. It is relayed between the parties. Put all three together and you have the communication process as its most basic 4. Medium. Also called the channel, the medium is the means by which a message is transmitted. Text messages, for example, are transmitted through the medium of cell phones. 5. Feedback. The communication process reaches its final point when the message has been successfully transmitted, received, and understood, The receiver, in turn, responds to the sender, indicating comprehension. Feedback may be direct, such as a written or verbal response, or it may take the form of an act or deed in response. sntps fw yd com ‘The communication process is not always simple or smooth, of course. Two other ‘elements may affect how the message is transmitted, received, and interpreted: 6. Noise. This can be any sort of interference that affects the message being sent, received, or understood. It can be as literal as static over a phone line or esoteric as misinterpreting a local custom. ntext. This is the setting and situation in which communication takes ace. Like noise, context can have an impact onthe successful exchange of information. it may have a physica, social, or cultural aspect to it. These contexts willbe further discussed in Principles of Communication on p, 7,1B THE COMMUNICATION PROCESS According to https://www.cliffsnotes.com, the goal of communication is to convey information—and the understanding of that information—from one person ‘or group to another person or group. As already discussed, this communication process is divided into three basic components: A sender transmits a message through a channel to the receiver. The sender first develops an idea, which is composed into a message and then transmitted to the other party, who interprets the message and receives meaning. Information theorists have added somewhat more complicated language. Developing a message is known as encoding, Interpreting the message is referred to.as decoding, Sender, {Messages = ver | (oo ele et SES) eet Uy ie im ‘ Feedback Figured Communication Model For example, Emilia wants to remind her husband, Ramir, to stop by the grocery after work and buy milk for dinner. She forgot to ask him in the morning, so Emilia texts the reminder to Ramir. He texts back and then shows up at home with a gallon of milk under his arm. But something’s amiss: Ramir bought chocolate milk, and Emilia wanted regular milk (adapted from Nordquist, 2018). we Inthis example, the sender is Emilia. The receiver settteaneatnanenemeree Oa IWILIS medium. The code is the English language they are using. And the message itself: Remember the milk! . ss In this case, the feedback is both direct and indirect. texts a photo of milk at the store [direct] and Me/Imwadteredtorving cm e home with it {indirect}. However, Emilia did not see the photo of the milk false the message did not transmit [noise], and Ramir did not think to ask what kind of milk [context] (adapted from Nordquist, 2018). PURPOSIVE COMMUNICATION in Local and Global ContextsThe other important feature in the communication process, then, is the feedback cycle. When two people interact, communication is rarely one-way only. When a person receives a message, she responds to it by giving a reply. The feedback cycle is the same as the sender-receiver feedback noted in Figure 1. Otherwise, the sender can’t know whether the other parties properly interpreted the message or how they reacted to it (https://www.cliffsnotes.com). The critical factor in measuring the effectiveness of communication is common understanding. Understanding exists when all parties involved have a mutual agreement as to not only the information, but also the meaning of the information Effective communication, therefore, occurs when the intended message of the sender and the interpreted message of the receiver are one and the same. Although this should be the goal in any communication, it is not always achieved (https:// www cliffsnotes.com). ‘The most efficient communication occurs at a minimum cost in terms of resources expended. Time, inparticular, isanimportant resource in the communication process. For example, it would be virtually impossible for a teacher to take the time to communicate ingividually with each student in a class about every specific topic covered. Even if it were possible, it would be costly, This is why managers often leave voice mail messages and interact by e-mail rather than visit their subordinates personally. However, efficient time-saving communications are not always effective. A low- t approach such as an e-mail note to a distribution list may save time, but it does t always result in everyone getting the same meaning from the message. Without portunities to ask questions and clarify the message, erroneous interpretations possible, In addition to a poor choice of communication method, other barriers effective communication include noise and other physical distractions, language blems, and failure to recognize nonverbal signals. mes communication is effective, but not efficient. A work team leader team member individually to explain a new chan; fe that everyone truly understands the change, but this method may be very seaching ts pup, Cost” OM the leaders time. A team meeting would be more VBuldertenpagert™® ficient. in these and other ways, potential tradeoffs between effectiveness and efficiency occur. ige In procedures may http://www.yourarticlelibrary.com, the following Principles about the nat ure se principles if assimit tion and render it effective: ated will facilitate1, Communication is an interaction situation wherein the participants are affected by each one’s behavior. Every message is simultaneously @ stimulus to new behavior and a response to prior behavior of the receiver. No message should be isolated from what has occurred before between the communicants if we really want to understand the message. It should be understood in the totality of the situation, One does communicate. We do communicate even when we are ignoring the message of another or maintaining complete silence. An easy way to understand this would be to think what you would do if someone, you did ‘not want to interact with, passed a smile to you. Even by ignoring him, you would still be communicating, ! do not want to relate to you. Silence, posture and all non-verbal behaviors are the ways we communicate even when we wish to deny doing so. 3. Themessage receivedis not necessarily the message sent. Weusually relate to others as if there was only one reality the way we perceive the world. We all live as separate individuals with different experiences and different views of reality. How we interpret verbal and non-verbal messages may be quite different fram the meaning intended by the speaker (communicator). Even when several people are viewing the same behavior, each interprets it differently. While talking or writing we are describing only those experiences that occur inside us and they may not be the same for others because every person, because of his different background, is unique. 4, Communication occurs simultaneously at more than one level. We communicate on the level of the literal content of the information being conveyed as well as on the relationship level. in other words, we do not convey information to the receiver verbally only. By the context, in which the communication occurs, and by various verbal and non-verbal cues, we are also telling the other person how we see our relationship with him, how we see ourselves, and how he should interpret our messages. This second level of communication is called meta-communication and refers to any communication about communication or any verbal or non-verbal cues about the literal content of the message sent. For example, | may say to another person, I'm very happy with you, and be serious indicating that | do not mean what | say. | may also verbally mete-communicate by adding, ! was only joking, which tells the receiver how he shot t my original statement.The context in which communication occurs is another important component of meta-communication. If a man slaps his wife while travelling in the bus, he would be telling the world something quite different than if he were to do the same thing in his own house. Meanwhile, according http://www.pstcc.edu, there are four basic principles of interpersonal communication. These principles underlie the workings in real fife of interpersonal communication. They are basic to communication, thus, we can’t ignore them: 1, Interpersonal communicationis inescapable. We can not not communicate. The very attempt not to communicate communicates something. Through not only words, but through tone of voice and through gesture, posture, facial expression, etc., we constantly communicate to those around us, Through these channels, we constantly receive communication from others. Even when you sleep, you communicate. Remember a basic principle of communication in general: People are not mind readers. Another way to put this is: People judge you by your behavior, not your intent. 2. Interpersonal communication is irreversible. You can not really take back something once it has been said. The effect must inevitably remain. A Russian proverb says, Once a word goes out of your mouth, you can never swallow it again. 3. Interpersonal communication is complicated. No form of communication is simple. Because of the number of variables involved, even simple requests are extremely complex. Theorists note that whenever we communicate there are really at least six people involved: a) who you think you are; b) who you think the other person is; c) who you think the other person thinks you are; d) who the other person thinks /she is; e) who the other person thinks you are; and f) who the other person thinks you think s/he is. We do not actually swap ideas, we swap symbols that stand for ideas. This also complicates communication. Words (symbols) do not have inherent meaning; we simply use them in certain ways, and no two people use the same word exactly alike. ‘Osmo Wiio gives us some communication maxims similar to Murphy's law (Welin-Goos, 1978; in http://www.pstcc.edu): a. If communication can fail, it will. b. Ifa message can be understood in different ways, it will be understood in just that way which does the most harm.There is always somebody who knows better than you what you meant by your message. d, The more communication there is, the more difficult it is for ‘communication to succeed, These tongue-in-cheek maxims are not real principles; they simply humorously remind us of the difficulty of accurate communication. 4, interpersonal communication is contextual. In other words, communication does not happen in isolation. There is: a, Psychological context, which is who you are and what you bring to the interaction, Your needs, desires, values, personality, etc,, all form the psychological context (You here refers to both participants in the interaction); b. Relational context, which concerns your reactions to the other person e~ the mix; c. Situational context, which deals with the psycho-social where you are ‘communicating. An interaction that takes place in a classroom will be very different from one that takes place in a bar; 4d. Environmental context, which deals with the physical where you are communicating. Furniture, location, noise level, temperature, season, time of day, all are examples of factors in the environmental context; and e. Cultural context, which includes all the leamed behaviors and rules that affect the interaction. if you come from @ culture (foreign or within your own country) where it is considered rude to make long, direct eye contact, you will out of politeness avoid eye contact. If the other person comes from 2 culture where long, direct eye contact nals trustworthiness, then we have in the cultural context a basis for misunderstanding Communication ethics is the notion that an individual's or group's behavior are ned by their morals which in turn affects communication. Generally speaking, smunication, ethics deals with the moral good present in any form of human. munication. This includes interpersonal communication, mass mediated nication, and digital communication (https://en.wikipedia.org). (UNICATION in Local and Globo! ContextsThe questions that need to be asked are the following: What do ethics have to do with communication? How can ethics (the consideration of right and wrong) help usin crafting our communications? It is possible to be an effective communicator ang yet not an ethical communicator? Emphasizing the importance of ethics in communication, the credo of the National Communication Association (in http://communication.atwork-network, com) provides: Questions of right and wrong arise whenever people communicate. Ethical communication is fundamental to responsible thinking, decision ‘moking, and the development of relationships and communities within ond across contexts, cultures, channels, and media. Moreover, ethical Communication enhances human worth and dignity by fostering truthfulness, fairness, responsibility, personal integrity, and respect for self and others. Let us take the charismatic, but immoral, leader as a classic example. He Understands how to persuade his followers with dazzling rhetoric that appeals to their emotions. Is he an ethical communicator? Communication ethics concerns not only the individual, but is of great concern to businesses, corporations, and professional entities, A business with unethical Communication practices is not as effective as one with ethical communication Practices. For example, a business with unethical communication practices may withhold evidence that itis harming the environment or breaking a law through 2 lack of transparence; while a business with ethical communication practices will immediately press a release to the affected parties. In this example, transparency makes the business more effective because it notifies its clients, prospective or established, Providers/suppliers, or other affiliates of the potential environmental hazard or law violation. nother words, in this example, transparency will encourage trust and good faith, that the effective business will not conceal what isin the interest of its audience (https://en.wikipedia org) Johnson (2015) developed the Ten Basics of Ethi principles learned in Straight Talk and Nonviolent Com practices for small group workin general, with a little co ical Communication using munication as well as best mmon sense added in: 41. Seek to elicit the best in communications and interactions with other group members. 2. Listen when others speak. 3. Speak non-judgmentally. a PURE COMMUNICATION in Lol ond Gla4, Speak from your own experience and perspective, expressing your own thoughts, needs, and feelings. 5, Seek to understand others (rather than to be right or more ethical thon thou). 6. Avoid speaking for others, for example by characterizing what others hhave said without checking your understanding, or by universalizing your ‘opinions, beliefs, values, and conclusions, assuming everyone shares them. 7. Manage your own personal boundaries. Share only what youare comfortable sharing. 8. Respect the personal boundaries of others. 9. Avoid interrupting and side conversations. 40. Make sure that everyone has time to speak, that all reaching this point, members have relatively equal airtime if they wantit. #9 S4atBulder2 on pageChapter ||_ ——— COMMUNICATION AND GLOBALIZATION LEARNING ouTcomES (Explain how cultural and Global issues atfect communication (D) Appreciate the impact of ‘Communication on society ond the world While the term communication has been in existence since time immemorial, the term globalization is relatively new in our vocabularies. Also, while the term communication is generally understood by most if not all, globalization is not. What, then, is globalization? A. WHAT IS GLOBALIZATION? According to http://www.globalization101.org, globalization is 0 process of interaction ond integration among the people, companies, and governments of different nations, a process driven by international trade and investment and aided by information technology. This process has effects on the environment, on culture, ‘on political systems, on economic development and prosperity, and on human physical well-being in societies around tie world. Heywood (2013) describes globalization as a slippery and elusive concept. Despite intensifying interest in the phenomenon of globalization since the 1980s, the term is still used to refer, variously, to a process, a policy, a morketing strategy, « predica even an ideology. The problem with globalization is that it is oot meee 4s a them: it is not a singe process but a complex of processes, sometimes overlapping and interlocking processes but also, at times, contradictory ‘and oppositional ones. It is cifficult therefore to reduce globalization to single theme. Perhaps the best attempt to do this was in Kenchi Ohmae’s (1989) idea of a borderless world. This not only refers to the tendency of traditional political borders, based on national and state boundaries, to become permeable; it also implies that divisions between people previously separated by time and space have become less signifi sometimes entirely irelevant.. PURPOSIVE COMMUNICATION in Local ond Globe! Contexts 19Globalization is not really new, though. The globe has been globalized eve, before men coined the term globalization. For example, for thousands of year, people—and, later, corporations—have been buying from and selling to each other in lands at great distances, such as through the famed Silk Road across Central Asia that connected China and Europe during the Middle Ages. Likewise, for centuries, people and corporations have invested in enterprises in other countries. In fact, many of the features of the current wave of globalization are similar to those prevailing before the outbreak of the First World War in 1914. But policy and technological developments ofthe past few decades have spurred increases in cross-border trade, investment, and migration so large that many observers believe the world has entered a qualitatively new phase in its economic development. Since 1950, for example, the volume of world trade has increased by 20 times, and from just 1997 to 1999 flows of foreign investment nearly doubled, from $468 billion to $827 billion, Distinguishing this current wave of globalization from earlier ones, author Thomas Friedman has said that today globalization is farther, faster, cheaper, and deeper (http:/Awww.globalization101.0r8). This current wave of globalization has been driven by policies that have ‘opened economies domestically and internationally. In the years since the Second World War, and especially during the past two decades, many governments have adopted free-market economic systems, vastly increasing their own productive potential and creating myriad new opportunities for international trade and ‘ent. Governments also have negotiated dramatic reductions in barriers merce and have established international agreements to promote trade in services, and investment. Taking advantage of new opportunities in foreign <, corporations have built foreign factories and established production and ing arrangements with foreign partners. A defining feature of globalization, re, is an international industrial and financial business structure (http:// Jobalization101.ore). has been the other principal driver of globalization. Advances in technology, in particular, have dramatically transformed economic mation technologies have given all sorts of individual economic actors- ‘ers, investors, businesses—valuable new tools for identifying and pursuing ic opportunities, including faster and more informed analyses of economic ground the world, easy transfers of assets, and collaboration with far-flung s (http://www.globalization103.0rg. ~ Ey. PURPOSIVE COMMUNICATION in Lace and takB.IMPACTS OF GLOBALIZATION OM COMMUNICATION In an article entitled The Impact of Globalization on Communication Skills evelopment, David Ingram said that (clommunication skills development has aways been an important factor of success in business, but the influence of globalization and cross-cultural interaction in recent decades has impacted the types of communication skis needed in dramatic ways. No longer can entrepreneurs afford to simply communicate well within their own homogenous cultures. ‘Thus, today, people need to understand the dynamics of long-distance collaboration, the impact of culture on manners of speaking and body language, and how to use technology to communicate with people on the other side of the globe: 1. Virtual Interactions, Globalization has introduced. virtual communication and collaboration as a major part of academic ‘and workplace dynamics. We need to understand the strengths and limitations of different communications media, and how to use each medium to maximum, effect. For example, communicating via email to distant team members requires a certain etiquette and nuance not necessarily required in face-to-face MP#/ieinerseymitng.erpert interactions, Holding virtual meetings requires a similar changein approach, and people who are unaccustomed to communicating in groups in virtual can find themselves lost, confused or unable to share their input. in schools, language courses try to address the challenges of teractions Cultural Awareness in Speech. The need for cultural awareness is @ major impact of globalization on the required skilset of effective communicators, resulting in the evolution of communication skills development programs. In the workplace and schools, for exemple, we need the ability to catch subtle ‘wanees of people’s manner of speech when communicating across cultures. Even when two people are speaking the same language, cultural differences can affect vocabulary, colloquial expressions, voice tone and taboo topics nd business culture, for example, it can be considered rude to ask | uestions in an initial business meeting. In the U.S., on the: other! ing personal questions and sharing personal information can ay warmth and openness. American and Japanese businesspeople who understand this about each other can communicate in ways that resonate more effectively with each other, om PUBPOSIVE COMMUNICATION inLeca ond lol Coners w@3. Cultural Awareness in Body Language. Awareness of cultural differences in body language can be just as important as the nuances of speech. Thisis why in schools, students are taught to understand acceptable speaking distances, conflict styles, eve contact and posture in different cultures, accepting that the physical expressions of their own culture are not universally accepted, Students are also taught how to address these differences to prepare them for face-to-face meetings with foreign suppliers, customers or team members when they become professionals. 4, Time Differences. The advent of global collaboration introduces another new dynamic to communication skills ~ the need to communicate and share information with people across several time zones. When people collaborate with others on the other side of the globe, their counterparts are usvelly at home asleep while they themselves are at work. This is why schools teach students to address the nuances of overcoming this challenge by teaching them to understand the information needs of their colleagues, according to the communication styles of different countries or cultures. Being able to effectively share information between shifts can make or break the productivity of a geographically dispersed team, making this an important jssue for many companies. This skill is particularly needed in Upon reaching this point, ron reaching his pom call centers catering clients from countries of different time zones. Intps://ww japanhoppers.com 6 MPAETS OF GLOBALIZATION ON GLOBAL COMMUNICATION According to Danev (2017), [t]he process of globalization has widely increased the availability of information for people across the world. By the use of internet and advanced mobile services, people are able to discuss business plans and proposals on e | i ~~ PURPOSIVE COMMUNICATION in Local and Global Contextsaninternationa! levelas wellas exchange private dotasecurely. Global communication services have also contributed to the enlightenment and development of the political process in a number of states. Danev (2017) also enumerates the three major impacts of globalization on global 1. Availability of Information. The availability of information is a major effect of the process of globalization. The World Health Organization, in its works focused on the cultural dimensions of globalization, has expressed the view that with the spread of businesses delivering Internet, satellite TV and mobile services, the costs of such information technologies drop. The decreased price makes it easier for people across the world to make use of the World Wide Web and the resources available. 2. Business Conduct. Globalization has influenced global communication by implementing new ‘techniques for business conduct among workers at distance travels are no longer WSN should they require a meeting >tp://www.globalbusinesscoalition org with 2 partner overseas. Internet technology makes it possible to exchange business information and conduct video conferences. Additionally, enhanced communication allows businesses to promote their products more efficiently in the international market. This significantly changed the business world. In his works on the matter, U.S. economist John Thompson concludes the advanced means of communication have enabled international nizations to take faster and more adequate decisions in accordance With the changes in economic, political or social setting in @ particular region. For example, as described by Boonlert Supadhiloke, a professor of ‘communication in Bangkok University, Thai-based international technology corporations use advanced communications to respond to the growing demand for Thai-made products. is Social Awareness. The availability of information, which is a direct effect of the development of global communication systems, has led to increased social awareness of people across the world. Information technology and networks enable them to share opinions, views, work on projects and research different areas. These are among the main reasons why the process PURPOSIVE COMMUNICATION in Local and Global Contexts ,of globalization is creating a sense of a global society. For example, through the use of communication, many students from the developing countries enroll in university degrees in the developed world. Education is only a single sector of the social awareness. Other effects, like social determination, have also occurred -- the political unrest in Tunisia in the beginning of 2011 had been inspired by opinions and political considerations shared over the social networks available on the web, 4. The Problem. Despite its quick spread and continuous development, global communication has not reached the majority of people on all continents. The World Health Organization indicates that at least 70 percent of all unos A people in Africa will never make a single phone call or use 0 Skil Builder 4 on Internet. This points out the need of a more extensive application of communication technologies as part of the process of globalization. SKILL BUILDER 3 Form groups of six to ten members. Present in class @ ten-minute role-play depicting one of the following situations that will be assigned to your group. “1, avirtual meeting of executives of a multi-national corporation 2. amon-lne language course for non-English speakers 3. conference involving nationals of different countries 4. aninbound or outbound call center servicing foreign clients 5. a group of learners learning to use the Internet for the first time (e.g. elders) Critique the other groups’ presentation.Chapter III-A LOCAL AND GLOBAL COMMUNICATION IN MULTICULTURAL SETTING G LEARNING OUTCOMES ) — [Determine cuturally-eppropriate terms, expressions, and (sensitivity to gender, race, class, etc) (Adopt cultural awareness and sensitivity in communication of ideas In @ global environment, the ability to communicate effectively can be a challenge. Even when both parties speak the same language, there can still be misunderstandings due to ethnic and cultural differences. Over the last decade, there have been countless examples from the business sector that demonstrate how poor communication can lead to poor organizational performance (and public criticisms and outcry]. Understanding the impact of globalization on cross-culture communication is imperative for organizations seeking to create a competitive advantage in the global market. Recent economic challenges further highlight the need for organizations to develop the internal ‘communication capacity necessary to control and monitor external threats (https:// wwnwintechopen.com). htps/wmw.betcom PURPOSIVE COMMUNICATION in Local ard Global Contexts 8hitp:/e2meda freemalaysiateday.com {As society becomes more globally connected, the ability to communicate across cultural boundaries has gained increasing prominence. For example, businesses must understand how to communicate with employees and customers from different cultures in order to fulfill the organization's mission and build value for stakeholders, Also, the use of technology has had a profound impact on how individuals, groups, organizations and institutions communicate globally and market ideas. However, with the advancements in technology, individuals, groups, organizations and institutions must sensitive to the cultural nuances that can potentially present as obstacles to their intentions (https://|www.intechopen.com). According to Genevieve Hilton (in https//www.intechopen.com), cultural proficiency doesn’t mean memorizing every cultural nuance of every market. It’s knowing when to listen, when to ask for help, and when—finally—to speak. ‘A.A WORLD OF DIVERSITY Parapak (1995) describes our world as a world of diversity. For many centuries, the peoples of the world were separated by mountains and seas. They rarely saw each other; their lives were practically unrelated. They developed and lived their ‘own unique cultures. People in a particular locality developed their own particular way of life, their own language, their religion and thus became known as a tribe, an ethnic group or a particular group of people who established a nation of their own The world, although one world, was and is inhabited by diverse populations, each with their own identity, physical, spiritual and cultural uniqueness, Indeed this world has always been a world of diversity. There is no reason to be ashamed or frightened of diversity. Indeed diversity can become a source of str : fn 3 ervchment Te mventon and devecpmert cf new ecco one So oo PURPORIUE onan,continue to be instrumental in changing the way we live, the way we communicate the way we respond to our envitonment, the way we express our thoughts, our ideas. In short technology has influenced the dynamic development of our cultural identities (Parapak, 1995). During the early days of human civilization, direct, mainly verbal communication, using a particular language was one of the elements of our culturalidentity. Thecircle of influence was very limited, very much dependent on the physical environment accessible by simple technology. Thisis still the case with some ethnic groups in some underdeveloped countries. The development of transportation and communication technologies enlarge the circle of encounters, influence and interdependence. Columbus discovered America. Cook sailed to Australia. New communities were established because of new access through technology. The invention of radio and telephone technology just over 100 years ago made possible inter-cultural communications through long-distance media. Radio and television broadcasting have reinforced and globalized our intercultural encounters, communications, inter- influence, interdependence and interrelationship. Now we are truly globalized. Through transportation, trade, tourism and telecommunications, we can access a global market; we can meet with almost anyone on this planet earth; we have the facilities to instantly see and follow any event around the world (Parapak, 1995). in some ways technology has united the world and mankind, but technology has not eliminated our diversity. tp: /Pknowledge.wharton upenn.edu The same may be said about communicating locally ~ meaning here in the Philippines, and communicating with other Filipinas. Like the globe, ours is 2 diverse country, but global communications have made our country small city PURPOSIVE COMMUNICATION in Local and Global Contextsof intelligence. Distance is no longer relevant to our way of life. We now obtain, process, store, transmit and utilize information at the speed of light. With modern communications, we enhance our competitiveness, we accelerate Our national development, we modernize and integrate our economy and our society, we improve our national efficiency and productivity, we strive for equitable distribution of our development, we eliminate isolation of remote and rural areas, we attract capital inflow for infrastructural development. However, the efforts to achieve global competiveness and the sense of national identity has not eliminated distinctive regional cultures, but rather aroused a sense of pride in the diversity which isa source of the rich Philippine cultural heritage, Philippines is an archipelagic country with 7,641 islands, of which, about 2,000 are inhabited. More than 175 ethno-linguistic groups comprise our population, the majority of whose languages are Austronesian in origin. More diverse than our country is our Asian neighbor, Indonesia, with 17,508 Islands, with more than 300 ethnic groups, each with its own language, but much can be learned from the Indonesian experience. As Parapak (1995) said: Accepting diversity as a strength, we are mindful of the vital role of communications in bonding the diverse cultures, diverse ethnic groups, °s, diverse religious beliefs into one nation. Diversity is indeed a spice of life, @ potential source of strength and character. The challenge is: How do we use diversity for our benefit and for the enrichment of our lives? A More than fifty (50) years ago, MacLuhan anticipated the arrival of a global village where everyone on this planet earth could feel himself to be a citizen of village. MacLuhan’s vision was inspired by the tremendous development of ofa and television broadcasting. The development of global PURPOSIVE COMMUNICATION in Local ond Globo! Contax‘Another thing which you must avoid is stereotyping roles and attributes. stereotyping roles mean when certain jobs are presumed to be performed only by nen or women, giving rise to gender-biased terms. Example: John and Mary both save full-time jobs; he helps her with the housework. This sentence can be stated in other way which sounds more respectful and gender neutral: John and Mary both have full-time jots; they share the housework. the Chef does everything: but cook -that’s what wives are for! Attributes means usage of certain words which underline stereotypic gendered attributes. For instance: Women are caretakers, gentle and emotional, while men are achievers, strong and logical. Gender sensitive language is not simply terminology and rules which should be by 2 gender-sensitive speaker or writer. It shows that a person respects all rs social equality and equal opportunity and helps avoid ambiguity. ng effectively requires respectful treatment of people, and regard for and individuality. mmmunication brings proper achievements. Communication can be n, but written one is the most important as itis not just a set of words tion of your reasoning, attitudes, and knowledge. It cannot be erased impression it gives to reader can damage or advance your reputation. gender sensitivity in writing is one-way to demonstrate relevance, ‘that you have used gender-sensitive language in a piece of checitlist for gender revisions from http:/www.mtu.edu may 1. Have you used man or men or words containing one of them to refer to People who may be female? If so, consider substituting another word