MODULE IN

PURPOSIVE
COMMUNICATION

SUMMER 2020

NAME:_________________________

COURSE & YEAR: _________________________

MARIJANE B. ACOSTA, MAED

INSTRUCTOR
FUNDAMENTALS
OF
COMMUNICATION
N
PREFACE
When K to 12 (or K-12) Basic Education Program was finally signed into law, education
in the Philippines became revolutionary. As a result, Commission on Higher Education
(CHED) required all tertiary institutions to align their goals and ensure that you, as a
student, are engaged in the 21st century learning paradigm which adheres to global
standards.( Barrot & Sipacio, 2018)

In the CHED Memorandum Order (CMO) no. 20, series of 2013 spelled out as the
Revised General Education Curriculum (GEC) for 2018, the core course titled Purposive
Communication generally aims to develop your fundamental skills of communication
such as listening, speaking, reading, writing, viewing and representing studied and
stimulated in advanced academic and other multicultural settings. Purposive
Communication in the 21st Century provides an array of activities that will assist you in
realizing this goal. The activities include listening, comprehending, critiquing, and
responding to live or recorded discussions, speaking publicly with confidence,
explaining authentic passages or texts in your own words aided by illustrations in
various forms, writing technical reports and academic papers, and preparing a
presentation using PowerPoint or any web-based platforms.( Barrot & Sipacio, 2018)

This learning module adapted the different components in the book of Jessie S. Barrot,
PhD and Philippe John F. Sipacio PhD, titled, PURPOSIVE COMMUNICATION in the
21st Century. The book made use of varied approaches and strategies that will provide
you opportunities to adapt to the demands expected from a 21st century learner who is
described as multi-skilled in different ways of learning.

Finally, this learning module incorporates the 6E’s Model as an instructional procedure
to ensure that you will achieve lifelong learning.

To ensure that you will demonstrate the stated learning outcomes, this learning module
is divided into the following:

FUNDAMENTALS OF COMMUNICATION

Module 1. Communication Principles, Processes and Ethics- In this lesson, you

will learn that there are factors that shape the way a conversation begins, continues,
and ends. How you communicate depends on who you are talking to, what you are
discussing, and where and when the conversation is taking place.
 Module 2. Communication and Globalization- In this lesson, you will learn and
understand how cultural and global issues shape communication and appreciate how
such communication impacts society and the world in the 21st century.

Module 3.Communication in Multicultural Contexts-In this lesson, you will learn

how effective communication in a multicultural world is relevant in facilitating more
purposeful and respectful understanding of each other regardless of gender, age,
culture, and ethnicity.

Module 4. Evaluation of Texts and Images in Multicultural Contexts-In this

lesson, you will l earn to form opinions and evaluate texts that contain words and the
need to be more aware and critical about what you accept as a matter of truth or fact.

COMMUNICATION FOR GENERAL PURPOSES

Module 5. Principles and Types of Speeches-In this lesson, you will learn the
skill and knowledge to communicate, to acquire and convey information and to
persuade and argue.

Module 6. Nonverbal Communication; Connecting with the Audience- In this

lesson, you will learn that the use of your body helps create clarity and convey your
meaning to the ideas. You will also learn to analyze your audience or listeners so that
you can address them properly.

COMMUNICATION FOR WORK PURPOSES

Module 7.Letters, Memos, and E-mails-In this lesson, you will learn to focus on
the importance of developing interpersonal skills that will help you design effective and
appropriate communication materials in the workplace.
STUDY GUIDES
The success of this learning module lies on you. This was designed to challenge you to
stay focused, get engaged and work independently. As an adult learner, your approach
to this learning module will be different from that of your regular school days. You will
choose what you want to study first, you will have personal motivation for doing so and
you will most likely be fitting to your study activities around other household
responsibilities.

Essentially, you will be taking control of your learning environment. As a consequence,

you will need to consider performance issues related to time management, goal setting,
and stress management. You will also need to reacquaint yourself with effective
planning, coping with the given tasks and using varied learning resources.

This learning module is self-instructional. You can read, analyze concepts and ideas
presented, and reflect on them. The Self- Audit, Comprehension Check, and other tasks
will help you assess how you progress as you go through this learning module.

I recommend that you take time now to familiarize yourself with the reminders below
before starting your self-paced learning module.

1. Read carefully the parts of your self-learning module. If there is a need to

reread them for further understanding, then you may do so.
2. Accomplish each task/activity in this learning module. Follow the given
instructions correctly. Don’t settle for less. Review your answers, if you must.
3. You can work at your own pace up until the end date of this subject. However,
strategize how you can accomplish this learning module in consideration of
your other learning modules. Be aware of your study schedule.
4. You are encouraged to use different learning resources. But, don’t forget to
cite or mention them for you not to commit plagiarism.
5. In answering the assessment and evaluation activities, make sure that you
answer in complete and grammatically correct sentences. Text-speak,
abbreviations and all caps are not accepted.
6. You are also allowed to consult any member of your family in case you are
not sure of what to do, or do not hesitate to text, private message or call me in
case you need my assistance. However, remember to work in all honesty. I
shall not be around to supervise you as you go through each lesson, but It is
expected that you will make the most of this learning module and grow in your
desire to become better.
MODULE1

Communication Principles, Processes and Ethics

At the end of module 1, you are expected to (ENGAGE)

1. Identify the principles, processes, and ethics of communication

2. Describe the elements of verbal and non-verbal communication in various and
multicultural contexts
3. Practice effective communication skills.
4. Reflect on a learning experience.

I. Warm-up
1. Come up with a word or phrase that can be associated with “communication”
2. Use sematic web to clearly show the relationship of ideas on communication

De-briefing Questions
➢ What does communication mean?
➢ How important is communication to your personal and social life?

II. Self-Audit ( EXPLORE)

After completing the warm-up activity, tick the column that best describes
your ability to communicate. Answer this section as objectively as possible.
Bear in mind that there are no wrong answers. You can base your answers to
the self-audit task on your warm-up performance.
 Usually Sometimes Seldom Never
3 2 1 0
1. I acknowledge the barriers to communication and
address them effectively.
2. I adjust to my audince’s needs, interests, values and
beliefs.
3. I am clear with my purpose.
4. I am confident.
5. I give a timely and specific feedback.
6. I keep an open mind.
7. I keep my message short but complete.
8. I listen attentively.
9. I observe verbal and non-verbal messages effectively.
10. I support my message with facts.
TOTAL
GRAND TOTAL

Interpretation:

Score Level of Proficiency

28-30 Advanced

25-27 Proficient

23-24 Approaching to
Proficiency
21-22 Developing

20 and below Beginning

III. INPUT ( EXPLAIN )

COMMUNICATION PRINCIPLES

➢ Communication is a process of exchanging verbal and/or non-verbal

information between two or more people who can be either the
speaker or the receiver of messages.
➢ Communication is used to meet the purpose of a person. The purpose
could be to inform.
➢ Communication can be in the form of written, verbal, non-verbal, and
visuals.
o Written communication involves texts or words encoded and
transmitted through memos, letters, reports, on-line chat, short
message service or SMS, electronic mail or e-mail, journals and
other written documents.
o Verbal communication involves an exchange of information
through face-to-face, audio and / or video call or conferencing,
lectures, meetings, radio, and television.
o Non-verbal communication involves the use of the following to
convey or emphasize a message of information.
✓ Voice- this includes tone, speech rate, pitch, pauses
and volume.
✓ Body language-this includes facial expressions,
gestures, postures, and eye contact.
✓ Personal space or distance-this refers to an area of
space and distance that a person from a different
culture, personality, age, sex, and status adopts and
puts for another person.
✓ Personal appearance- this refers how a person
presents himself/herself to a particular situation,
whether formal or informal.

o Visuals involve the use of images, graphs, charts, logos, and

maps.

➢ Communication can be intended or unintended.

o Intended communication refers to planning what and how you
communicate your ideas to other people who are older than you
are or who occupy a higher social or professional position such
as parents, teachers, and supervisors, among others.

o Unintended communication, on the other hand, happens when

you unintentionally send non-verbal messages to people you are
 communicating with, or when you suddenly make negative
remarks out of frustration or anger.
➢ Communication is a complex process that requires you to:
✓ know your audience
✓ determine your purpose
✓ identify your topic
✓ establish credibility with your target audience
✓ present information clearly and objectively, and
✓ Develop a practical, useful way to seek for feedback.
( Barrot & Sipacio, 2018)

COMMUNICATION PROCESSES

➢ There are seven major

elements of communication
process:

1. Sender: The sender or the

communicator is the person who
initiates the conversation and
has conceptualized the idea that
he intends to convey it to others.
2. Encoding: The sender begins
with the encoding process
wherein he uses certain words or
non-verbal methods such as
symbols, signs, body gestures,
etc. to translate the information
into a message. The sender’s knowledge, skills, perception, background,
competencies, etc. has a great impact on the success of the message.
3. Message: Once the encoding is finished, the sender gets the message that
he intends to convey. The message can be written, oral, symbolic or non-
verbal such as body gestures, silence, sighs, sounds, etc. or any other signal
that triggers the response of a receiver.
4. Communication Channel: The Sender chooses the medium through which
he wants to convey his message to the recipient. It must be selected
carefully in order to make the message effective and correctly interpreted
by the recipient. The choice of medium depends on the interpersonal
relationships between the sender and the receiver and also on the urgency
 of the message being sent. Oral, virtual, written, sound, gesture, etc. are
some of the commonly used communication mediums.
5. Receiver: The receiver is the person for whom the message is intended or
targeted. He tries to comprehend it in the best possible manner such that
the communication objective is attained. The degree to which the receiver
decodes the message depends on his knowledge of the subject matter,
experience, trust and relationship with the sender.
6. Decoding: Here, the receiver interprets the sender’s message and tries to
understand it in the best possible manner. An effective communication
occurs only if the receiver understands the message in exactly the same way
as it was intended by the sender.
7. Feedback: The Feedback is the final step of the process that ensures the
receiver has received the message and interpreted it correctly as it was
intended by the sender. It increases the effectiveness of the communication
as it permits the sender to know the efficacy of his message. The response
of the receiver can be verbal or non-verbal.

Note: The Noise shows the barriers in communications. There are chances
when the message sent by the sender is not received by the recipient.

https://businessjargons.com/communication-process.html

MODELS OF COMMUNICATION

➢ Communication can be a one-way or two-way process. This one-way

process is best illustrated in the model of Shanon –Weaver ( 1949) as
shown in Figure 1.

Figure 1.

https://www.communicationtheory.org/shannon-and-weaver-model-of-communication/
Shannon and Weaver model is the most popular model of communication
and is widely accepted all over the world. The model deals with various
concepts like Information source, transmitter, Noise, channel, message,
receiver, channel, information destination, encode and decode. In this
model, the sender is active while the receiver is passive.

➢ On the other hand, the transactional model of communication as

shown in Figure 2, describes communication as a two-way process.
The transactional model, unlike the linear, recognizes that
communication is a simultaneous process and therefore switched
both the terms “sender” and “receiver” to “communicator.”

It also adds “environment,” which embraces

Figure 2 not only physical location, but
also personal experiences and cultural backgrounds. These changes can be
seen in this model.

Overall, the transactional model realizes that it is not what we do to each

other as senders and receivers, but it is what we do with each other as
communicators.
https://www.communicationstudies.com/communication-process

COMMUNICATION ETHICS

Effective communication observes ethics. This means that they deal with
values, righteousness, and behavior appropriate for human communication
particularly in a multicultural situation. Below are some of the ethical
considerations.

• 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.
( Barrot & Sipacio,2018)

GUIDELINES FOR EFFECTIVE COMMUNICATION

Effective communication plays a crucial role in your personal and

professional success. Below are some guidelines for effective
communication:

• Be clear with your purpose. You should know by heart your

objective in communicating.
• Be complete with the message you deliver. Make sure
that your claims are supported by facts and essential
information.
• Be concise. You do not need to be verbose or wordy with your
statements. Brevity in speech is a must.
 • Be natural with your delivery. Punctuate important words
with appropriate gestures and movements. Exude a certain
degree of confidence even if you do not feel confident enough.
• Be specific and timely with your feedback. Inputs are
most helpful when provided on time. ( Madrunio &
Martin,2018)
IV. Comprehension Check ( ELABORATE)

A. Write T on the blank if the statement is true and F if it is false.

___ 1. A competent communicator knows how to overcome the barriers to

communication.
___ 2. Communication is an on-going process.
___ 3. Communication is unintentional.
___ 4. Communication may not be possible in some situations.
___ 5. Context is crucial component of communication.
___ 6. Efficient reading is required in decoding a message effectively.
___ 7. Feedback can be verbal or non-verbal.
___ 8. In order to be a good source, one has to deliver a clear message to
his/her receiver.
___ 9. Noise affects the communication process.
___ 10. One advantage of a written communication is that it provides records
and references.
___ 11. Oral communication is an essential element for the success of an
organization or a team.
___ 12. People communicate to meet their needs.
___ 13. The message is the key idea that the sender wants to communicate.
___ 14. The type of message determines the channel that the sender should
use.
___ 15. Without the message, there is no point of communicating.
 B. Identify at least five situations in you barangay where transactional
model of communication take can take place. For each situation,
identify the elements of communication (context, sender-receiver,
message , channel, and barrier). Write your answers in the table below.

Context Sender- Message Channel Barriers

receiver

Example:
School School There should be tuition Conference Noise, culture, prejudices, past
administration- fee increase to upgrade
officials, experiences, language use.
parent-student school facilities and to
conference on parents, fund student-teacher
tuition fee academic research,
increase students student leadership
development,
professional learning
for teachers, and
community extension
activities.

5
V. Tasks(EXTEND)
1. Read this article from social news network, accessed at
https://www.rappler.com/nation/262397-malacanang-seeks-90-day-extension-duterte-
special-powers-coronavirus
2. Write a one page personal letter to the Philippine President, Rodrigo Roa Duterte
about your feelings on his special powers. Encode your letter using the following
format: MS Word, short bond paper, Times New Roman, font size: 12, 1.5 spacing
and 1-inch margin on all sides.

V. Reflection (EXAMINE)

Reflect on the learning that you gained from this lesson by completing the given
chart.
,
What were your misconceptions about What new or additional learning have
the topic prior to taking up this lesson? you gained from this lesson in terms of
skills, content, and attitude?

I thought… I learned that…

MODULE 2

Communication and Globalization

At the end of module 2, you are expected to: (ENGAGE)

1. Present ideas on communication and globalization using text and speech in multiple
forms.
2. Explain the impact of globalization on communication and vice-versa.
3. Write a reaction paper.
4. Reflect on a learning experience.
I. Warm-up
1. Guess which brand each of the following logo designs represents.
2. Write your answers on the space provided.
 De-briefing Questions

➢ What are the new communication technologies?

➢ How do these technologies affect the way we communicate today?

II. Self- Audit ( EXPLORE)

After completing the warm-up activity, tick the column that best describes your ability to
communicate in the context of globalization. Answer this section objectively as possible.
Bear in mind that there are no wrong answers. You can base your answers to this self-audit
task on your warm-up performance.

Usually Sometimes Seldom Never

3 2 1 0
1. I express my ideas effectively in verbal, non-verbal and
written forms in either digital or non-digital
environments or both.

2. I use effective listening skills to evaluate arguments and

rationalize judgments, and improve job effectiveness and
work relationship.

3. I communicate with purpose to variety of audiences.

4. I promote collaboration and cooperation with others.

5. I understand the concept of diversity and promote respect

all the time.
6. I use technology and social media responsibly.

7. I apply creative thinking on complex situations to arrive

at sound conclusions and communicate these in both
digital and non-digital forms.

8. I demonst4rate working well with others and sharing my

ideas with them with respect.

9. I consider diversity in communicating with others.

10. I develop effective communication skills for global

context.
TOTAL
GRAND TOTAL
 Interpretation:

Score Level of Proficiency

28-30 Advanced

25-27 Proficient

23-24 Approaching to Proficiency

21-22 Developing

20 and below Beginning

III. INPUT ( EXPLAIN )

COMMUNICATION AND GLOBALIZATION

As discussed in the previous chapter, communication is essential for personal and

professional effectiveness. Further, it helps establish good relationships, creates a better
working environment, strengthens collaboration and cooperation, and unifies
conflicting ideas.

The term “globalization”, on the other hand, is very complex to define because different
scholars and institutions view it differently. Nonetheless, 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. For example the United States of
America( General Electric, Chevron, Starbucks, and McDonalds), Japan( Toyota and
Honda) and the Philippines ( Jollibee and Bench) have local companies that have
expanded overseas and have become transnational and multinational.

With the advent of globalization associated with advanced technologies and systems
across regions, the flow of information and communication has become smoother,
faster, and easier. Plus business transactions and partnerships among local and
international institutions have become more efficient. One best example is the use of
electronic mail (e-mail) such as Gmail, and Yahoo Mail, or social networking sites such
as Facebook, Twitter, and Instagram.

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. This includes communicating effectively with people of different
background, age, culture, gender, beliefs, orientations, preferences, and status.
 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.( Barrot & Sipacio,2018)

IV. Comprehension Check ( ELABORATE)

A. Write E on the blank if the statement defines effective communication in

global society. Otherwise, write NE.

___ 1. You are able to articulate information or thoughts using verbal and written
forms in any situations.
___ 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 comparing, contrasting, evaluating synthesizing, and
applying ideas with less or without supervision.
___ 5. You demonstrate working effectively with others and sharing your ideas and
knowledge with them with respect.
___ 6. You have the ability to express your ideas in solving complex problems.
___ 7. You listen effectively to make a sound argument.
___ 8. You post ideas and comments on social media and take accountability for the
outcomes.
___ 9. You practice personal accountability, environmental and global awareness,
empathy, tolerance and respect.
___ 10. You think and work creatively on complex situations to arrive at sound
conclusions and communicate them in both digital and non-digital forms.
 B. Watch the video on Communication and Globalization:
https://www.youtube.com/watch?v=xpHmUBjae-Y

Then, fill out the matrix below with essential information from the video.

Insights about Communication Insights about Globalization

What are the connection between communication and globalization?

V. Task s (EXTEND)
1. Watch closely the video, “Connected but alone?” by Sherry Turkle
https://www.youtube.com/watch?v=t7Xr3AsBEK4. The transcript can be
accessed
at:https://www.ted.com/talks/sherry_turkle_connected_but_alone/transcript?l
anguage=en
2. Write a three-five paragraph essay containing your reaction of the message
conveyed in the video. Your essay will have the following components;
• The summary
• Two or three major points from the video that you want to discuss in your
paper. Three major points could be lessons learned, specific idea you
agreed on and specific idea you disagreed on.
• Provide each point with a real-life example/s as a support.
• Relate your points to your field of study.
• Use the following format: MS Word, short bond paper, Times New
Roman, font size: 12, 1.5 spacing and 1-inch margin on all sides.
3. Post or share insights about being a responsible global digital citizen on your
social media account. For their knowledge and with their permission, you may
tag your family, friends, classmates, and instructors.
 Rubric for Reaction Paper

VGE GE SE LE N
(5) (4) (3) (2) (1)
1. The purpose is communicated clearly.

2. The paper contains the required components.

3. The major points are stated clearly.

4. The major points have sufficient supporting details

such as relevant data or examples.

5. The paper uses effective transitional and cohesive

devices.

6. The paper is free from grammatical lapses

7. The mechanics are correct.

8. The paper follows the format.

TOTAL
GRAND TOTAL /40

Legend:

VGE- to a very great extent; GE- to a great extent; SE- to some extent;

LE- to a little extent; N- not at all

 VI. Reflection (EXAMINE)
Reflect on the learning that you gained from this lesson by completing the given
chart.
,
What were your misconceptions about What new or additional learning have
the topic prior to taking up this lesson? you gained from this lesson in terms of
skills, content, and attitude?

I thought… I learned that…