Purposive Communication’s LEARNING GUIDES

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Purposive Communication

E-Modules Committee

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 Purposive Communication is a General Education Course designed to increase the
student’s knowledge, skills and appreciation about the modern communication concepts in
various purposes and settings. The Purposive Communication Learning Guide emphasizes the
significance of communicating effectively and appropriately to a multicultural audience. Since
the distance learning is the “new normal,” the students are expected to adapt in the blended
learning setup where lessons, activities, and home works are crafted to address their current
learning needs.
The Purposive Communication Learning Guide contains e-modules that follow the Hook
(warmer) –Look (activity) –Book (discussion) -Took (home work) format, wherein the instructions
are specially devised to suit the new normal way of learning. Just like the traditional learning,
the e-modules utilize varied student participation dynamics whereby tasks are given as
individual, pair and group works to provide learner interactions using available platforms
online. Student works will be submitted in the recommended Learning Management System
such as Google Classroom.
Furthermore, video lectures are made by the PC Committee/Media Team along with the
use of supplementary videos to ensure a better understanding of the content of the Course.
The topics covered in the e-modules are based on the Purposive Communication syllabus
provided by the Commission on Higher Education (CHED).
The Purposive Communication Learning Guide is divided into three modules.
Module 1 presents Communication Across the Globe which provides an overview of
communication and its impact in globalization, an exposure to culture and language varieties,
a practice in evaluating multimodal texts, and an experience in the use of communication aids
and strategies using technology.
Module 2 tackles Communication for Various and Work Purposes which elaborates on
communication for various purposes (modes of delivery, types of speaking, and written
communication), and explores on communication for employment purposes (workplace
communication, and writing emails, application letters and resumes.)
Module 3 introduces Communication in the Academe which employs the techniques,
principles, and ethics in writing a research paper, and in constructing political science and
literary analyses.
All lessons and tasks provided in the Purposive Communication Learning Guide are
carefully designed to aid the learners to become effective, flexible and purposive
communicators not only in the classroom but also in the society as a whole.

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The PC Committee, with sincere gratitude, would like to acknowledge the following:

• To the Mindanao State University, for the great opportunities;

• To Dr. Sharifa K. Masorong, the Chairperson of the MSU English Department, for the
superb layout and for the all-out support and encouragements given to the PC
Committee as they undertake this work;

• To Dr. Hasmina D. Sarip-Macarambon, the Purposive Communication Coordinator of the

MSU English Department, for the strong leadership;

• To Prof. Lylee Norah M. AbdelGafur, the Media Team Coordinator for the video lectures
and supplementary materials; Prof. Hammim B. Casan and Prof. Mosaab Z. Mangurun
for editing the video materials;

• To their respective families and colleagues for the love, guidance and motivation; and

• To the Almighty Allah SWT for all the blessings.

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 Module 1 is composed of four lessons, such as: Communication and its Impact in
Globalization, Culture and Language Varieties, Evaluating Multimodal Texts, and
Communication Aids and Strategies Using Technology. This part follows the Hook (Warmer) –
Book (Discussion) – Look (Activity) – Took (Home Task) format to guide the learner towards a
better understanding of the lessons.

Objectives/Aims:
At the end of this Module, the students are expected to demonstrate understanding of
communication and its impact in globalization, culture and language varieties, evaluating
multimodal texts and the use of communication aids and strategies using technology. Students
are also expected to know the use of communication aids and strategies using technology.

Learning Expectations:

At the end the Chapter, the students are expected to:

1. describe the nature of communication, its process and categories;

2. explain competence and its components;
3. clarify how globalization affects communication;
4. identify their culture and the culture of the other people;
5. explicate the uniqueness of their culture from the other culture;
6. embrace their individuality by becoming proud of their culture;
7. create an interesting vlog about their culture;
8. demonstrate one’s identity;
9. recognize and evaluate multimodal texts;
10. utilize the multimedia authoring tools in making creative and engaging presentations;
11. create their own blogs and vlogs to communicate their thoughts to a certain group of
audience using the Internet; and
12. make witty Memes and share Public Service Announcements in YouTube.

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Teaching Goals:

At the end the Chapter, the teacher is expected to:

1. discuss and differentiate communication and communication competence;

2. make the students appreciate the impact of globalization to communication;
3. examine the positive and negative effects of globalization to communication;
4. be able to guide the students in discovering the importance of their culture in molding
them as individuals;
5. be able to appreciate the individuality and uniqueness of his/her students;
6. provide supplementary videos that will help the students understand deeper their lesson;
7. define multimodal texts and identify the steps in evaluating them;
8. discuss the different multimedia authoring tools in making creative and engaging
presentations;
9. guide the students in creating students’ blogs and vlogs to communicate their thoughts
to a certain group of audience using the Internet; and
10. provide guidelines in making witty Memes and sharing Public Service Announcements in
YouTube.

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 MODULE 1
Communication across the World

Lesson 1
Communication and Its Impact to Globalization

In a community, interaction and connection are essential. Some people may think that
they understand you but getting your message across is difficult. If communication is as simple
as we think it is, there will be no conflicts, misunderstanding and chaos. Sometimes, we hear our
loved ones saying "why do you not get it?," or "she might have misinterpreted what I meant." No
matter how we choose our words carefully, others do not always understand our message.
Communicating effectively becomes more challenging in global arena. With global
communication, encoding and decoding the message can be more complicated than when
communicating with someone in your own country due to differences in language and culture.
Thus, it is imperative that you must learn to communicate effectively not only in local but also
global setting.

Watch the video of TriduumLearningLabs (2014)

on “Communication Barriers: An Animated Adaptation of James Sherman’s
Hu’s on First” using the link
https://www.youtube.com/watch?v=D3a3fgUkw6c. Then, answer these
guide questions below based on your understanding:

1. Who was the sender? What was his message/s?

_________________________________________________________
________________________________________________________
_________________________________________________________
2. Who was the receiver? Did the receiver interpret the message/s of the sender?
_________________________________________________________
_________________________________________________________
_________________________________________________________
3. What was the medium used? Was it effective in conveying the message/s?
_________________________________________________________
_________________________________________________________
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 Communication is very important part of all living things. It is as old as
our civilization. Even in pre-civilization days, non-verbal communication was
in existence between man, nature, and animals. The known form of primitive
communication created by species of men is cave paintings. Men created
pigments made from the juice of fruits and berries, colored minerals, or animal
blood and used them to create depictions of primitive life on the cave walls.

Every interaction we have with another person, from a raised eyebrow in a busy checkout
lane, to an obscene gesture at another motorist in traffic, to the simple wave to your family as
you pull out of the driveway in the morning, is a form of communication.

According to Weekley (1967), ‘the word communicate derives from the Latin word
communicare which means “to share “or “to make something common.”’ “Communication is
defined as the process of understanding and sharing meaning” (Pearson & Nelson, 2000). This
simply means that to communicate is to transfer or exchange an information between two or
more people who convey intended meanings through a shared system of rules.

The Communication Process

Understanding the communication process can help us to communicate our message

more effectively. It can help ensure that we construct and present our message to the best of
our ability. Whether we give an important presentation, write an email, or participate in a
brainstorming session, it is very important to send the message you intend to communicate to
your audience for them to easily understand the meaning you want to express.
The Expert Program Management (n. d.) believed that:
“The communication process can help ensure you construct and deliver your
message to the best of your ability. There are many different communication process
models in existence. The one we will look at is the most widely used and the first one
published, known as the Shannon-Weaver model. It was developed by Claude Elwood
Shannon and published with an introduction by Warren Weaver in 1948.

The Communication Process consists of eight stages and is shown in the diagram below:

Figure 1. Communication Process

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 8 Stages of the Communication Process
1. Sender. The person who wants to communicate
2. Message: The information the sender wishes to communicate
3. Encoding. How the message is to be communicated e.g. verbally or written
4. Channel. How the message is sent, e.g., face-to-face or by email
5. Receiver. The person to whom the sender sends the message
6. Decoding. How the receiver understands or interprets the message
7. Feedback. The receiver’s response to the message
8. Noise/Interference. Anything that might interfere with communication or
reduce the chance of successful communication

There are four types of noise:

1. Psychological Noise. This type of noise comes from within us, for example, our
preconceived stereotypes, our biases, our beliefs, and our assumptions.
2. Physical Noise. This is any type of noise that distracts us, for example, loud colleagues
talking around you or listening to music.
3. Environmental Noise: This type of noise comes from the environment around us, for
example, passing traffic.
4. Semantic Noise: This type of noise is created by the sender, for example, using
technical language or verbose language.
Each of the eight components of the communication process serves an integral function
in the overall process. Breaking communication down into its constituent steps and knowing each
component can help us improve the effectiveness of each communication we originate. Thus,
knowing and understanding the eight-stage communication model can help us to improve our
communication skills.

Communication Competence

After defining communication and discussing communication process, you

probably know that to be competent at something means you know what you’re doing. When
we combine these terms, we get the following term—communication competence.
According to Cooley and Roach (1985), communication competence is “the knowledge of
effective and appropriate communication patterns and the ability to use and adapt that
knowledge in various contexts.” To better understand this definition, the following components
are discussed:
1. Knowledge. The cognitive elements of competence include knowing how to do
something and understanding why things are done the way they are. According to Hargie (2011),
“people can develop cognitive competence by observing and evaluating the actions of others and
can also be developed through instruction.”

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 2. Ability to Use. Cooley and Roach (1985) believed that individual factors affect our
ability to do anything. Not everyone has the same ability because everyone has different
physiological and psychological abilities that can affect their competence. Physiological abilities
include age, maturity, and ability to communicate and they affect competence. Psychological
abilities include a person’s mood, stress level, personality, and level of communication
apprehension. When you apply your knowledge in communicating, your individual abilities can
either help or hinder your competence.
3. Ability to Adapt to Various Contexts. Context refers to the setting in which
communication takes place. According to Cooley and Roach (1984) “What is competent or not
varies based on social and cultural contexts, which make it impossible to have only one standard
for what counts as communication competence.” A social variable refers to a set of
characteristics of people such as status and power. On the other hand, cultural variables are
differences in behavior, outlook and values between a group of people from varied societies such
as race and nationality. In other words, although we have a clear definition of communication
competence, we have no exact definitions how to be competent in a particular situation because
competence varies at the individual, social, and cultural levels.

Categories of Communication

There are a wide range of ways in which we communicate and more than one may be
occurring at any given time.
Willkomm (2018) discussed five types of communication and McLean (2005) expounded
on the sub-types of verbal communication as follows:
1. Verbal Communication. Verbal communication occurs when we engage in
speaking with others. It can be face-to-face, over the telephone, via Skype or Zoom, etc.

McLean divided verbal communication into five subcategories:

A. Intrapersonal Communication. It refers to communication with one’s self. It
includes your personal thoughts, imagination, assessments and even
feelings. An example of this is when you encounter a problem and you start
talking to yourself to reflect.
B. Interpersonal Communication. Unlike Intrapersonal Communication which
involves one individual, Interpersonal Communication involves two
individuals and a face-to-face conversation. It is the process of exchanging
information, ideas and feelings in a form of voice, facial expressions, tone of
voice, body language and gestures. An example of Interpersonal
Communication is when you are having a conversation with your friend using
a cellphone.

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 C. Small Group Communication. It refers to an interaction among three or
more people who share a common goal and communicate collectively to
achieve common purpose, mutual influence, and a shared identity. Examples
of this are press conferences, board meetings, and group discussion.
D. It refers to an interaction between an individual and
a number of heterogeneous audience in a public place. It usually occurs
when there is an important event or issue. Public speeches and election
campaigns are some examples of Public Communication.

2. Non-Verbal Communication. Non-verbal communication includes facial

expressions, posture, eye contact, hand movements, and touch.
3. Written Communication. Whether it is an email, a memo, a report, a Facebook
post, a Tweet, a contract, etc., all forms of written communication have the same goal to
disseminate information in a clear and concise manner–though that objective is often not
achieved.
4. Listening. Active listening … is perhaps one of the most important types of
communication because if we cannot listen to the person sitting across from us, we
cannot effectively engage with them.
5. Visualizations. We are a visual society. Facebook is visual with memes, videos,
images, etc. Instagram is an image-only platform, and advertisers use imagery to sell
products and ideas. … [T]he images we post on social media are meant to convey
meaning–to communicate a message.

The Concept of Globalization

Globalization refers to the integration of the world-wide interconnectedness in

terms of ideas, practices, economies, cultures, and populations, brought about by exchange of
goods, services, technology, flows of investment, people, and information across the border.
In 1990, English sociologist Anthony Giddens described globalization as “the
intensification of worldwide social relations which link distant localities in such a way that local
happenings are shaped by events occurring many miles away and vice versa.”
Global communication is directly affected by the process of globalization. It helps to
increase business opportunities, remove cultural barriers and develop a global village. Both
globalization and global communication have changed the environmental, cultural, political and
economic elements of the world.

Instructions are written in the TEST file that will be given

& by your teacher.

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 The Impact of Globalization on Communication

Globalization has greatly affected the paradigm of communication process.

Communicating effectively across the globe with different gender preference, color, age, religion,
ethnicity, education, social and economic status and political beliefs is very important in
economic development. The influence of globalization and cross-cultural interaction, more
language interactions happened making communication more challenging. Gone were the days
that people can afford to simply communicate well within their own homogenous cultures.
Nowadays, we need to understand the importance of building global alliance, the implications of
spoken and body language to a group’s culture and how technology changed the way we
communicate with other people on the other side of the globe.
In the article The Impact of Globalization on Communication Skills Development, Ingram
(2018) discussed the four impacts of globalization on communication:
1.
Globalization has introduced virtual communication and collaboration as a major
part of workplace dynamics. For example, communicating via email to distant team
members requires a certain etiquette and nuance not necessarily required in face-to-
face interactions. Holding virtual meetings requires a similar change in approach, and
people who are unaccustomed to communicating in groups in virtual settings can find
themselves lost, confused or unable to share their input.

The need for cultural awareness is a major impact of globalization on the

required skillset of effective communicators, resulting in the evolution of
communication skills development programs. Modern entrepreneurs and employees
need the ability to catch subtle nuances 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.
In Japanese business culture, for example, it can be considered rude to ask
personal questions in an initial business meeting. In the U.S., on the other hand, asking
personal questions and sharing personal information can display warmth and openness.
American and Japanese business people who understand this about each other can
communicate in ways that resonate more effectively with each other.

Modern training programs teach students to understand acceptable speaking

distances, conflict styles, eye contact and posture in different cultures, accepting that
the physical expressions of their own culture are not universally accepted.

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 4.
When people collaborate with others on the other side of the globe, their
counterparts are usually at home asleep while they themselves are at work. Today's
communication skills development programs should address the nuances of
overcoming this challenge by teaching people 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 issue for
many companies.

PAIRWORK. How does globalization affect the

language and communication of your community? Give five positive
effects and five negative effects and write each in sentence form.
Then, discuss these effects with your partner.

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 Lesson 2
WORLD CULTURES

Below are pictures of the different cultural attire from

various countries around the world. Match the attire with the country where it originates.
Write your answer on the blank provided after each number.

2. ________________________

1.____________________

4. ______________________
3. _____________________

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 5.____________________
6.______________________

8.____________________
7.____________________

10. ____________________
9.____________________

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 Who We Are: CULTURE

In every community, there are distinct customs, traditions, beliefs and

culture that people observe and practice which make them unique from one
another. The culture that people practice encompasses their ideas, religion,
art, language and their social behavior and makes it their identity.
In Magan, Nano, and Turano (2018), Ting-Toomey and Takai (2006, p. 691
cited in Oetzel, 2009) defined culture as the overall learned behavior of a group of people that
are generally considered to be tradition and are handed from generation to generation. It is a
learned system of meanings that fosters a particular sense of shared identity-hood and
community-hood among its group members. It is a complex frame of reference that consists of a
pattern of traditions, beliefs, values, norms, symbols, and meanings that are shared to varying
degrees by interacting members of an identity group.
Culture refers to society and its way of life. It is defined as a set of values and beliefs, or
a cluster of learned behaviors that we share with others in a particular society, giving us a sense
of belongingness and identity. Because of this, cultural understanding is becoming even more
important because of the call to interact with many individuals from other countries and other
cultures (Lee, 2006 cited in Lebron, 2013). Bodley (1999 cited in Lebron, 2013) added three basics
components of culture, namely: what people think, what they do, and the material products they
produce. All forms of culture exhibit unique ways and value systems that aid and affect
individuals in their perception and reaction to different life circumstances.
The figure below shows the elements that comprise culture that molds the identity of
an individual. Each element strengthens the characteristics of every individual, the way they live,
act, do things and think may differ but it is through its differences that will give them a strong
identity.

language

Working
medical cure
schedules

Clothes and
religion
dressing

culture
child rearing
Manners methods

Jokes Food

Celebrations Folk art

Figure 2. Elements of Culture

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Multiculturalism

Multiculturalism is the practice of giving equal attention to many different backgrounds

in a particular setting. Multiculturalism is a community with people belonging from
different groups and having different traditions and practices live together and embrace
the uniqueness of one another.

Multiculturalism is defined as “the view that cultures, races, and ethnicities, particularly
those of minority groups, deserve special acknowledgement of their differences within a
dominant political culture” (Eagan, n. d.).

Such practice of multiculturalism is evident in every society through intermarriages

where the husband/wife belongs to another culture. Another good example of this is in school,
where students belong to different families with different attitudes, traditions, practices and
language too but the teacher finds a way on how to link each student despite their differences.

Instructions are written in the TEST file that will be given

by your teacher.

Collect 10 pictures about your

own culture including your cultural attire, foods, infrastructures,
beliefs, arts and make a collage out of the collected photos. Give a title
and a ten-sentence explanation of your collage.

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 Lesson 3
WORLD ENGLISHES

Watch the video of Bustos (2011) entitled the “Filipino

Accent Tutorial” on YouTube (https://bit.ly/3mMbZ3W). Then, make a short reflection
by doing the task and answering the question below:

1. List down five Philippine English words mentioned by Mikey Bustos and their meanings.
Example: Plip - (flip) to move or toss with quick action
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_______________________________________________________________________

2. How do these Philippine English words differ from American English words in terms of
meaning?

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 With the advent of globalization (exchanges of goods, easy access to information,
learning different cultures and languages around the world), different varieties of the English
language were also introduced. In some ways, human beings are becoming globalized in
lifestyle, business, factories, music, fashion, and even food, however the other elements of
culture such as language, philosophy, religion, and the value system remain diverse and
varied.
Culture and language are inseparable. An individual creates his identity through the
culture that he practices and observes as he grows older. Likewise, the language that he
learned is basically rooted from his background, culture and tradition. Without culture, an
individual has no identity and cannot be distinguished.

CONCEPT OF WORLD ENGLISHES

World Englishes are varieties of the English language spoken by non-native English
speakers who created their own version of the said language as if they owned it. Since English is
the international language of countries such as China, Saudi Arabia, Singapore, Philippines, and
many more, these countries made their own flavor of the English language that is somehow
spoken and understood by their own citizens (Putri, 2017). The pronunciation and enunciation
vary as well as the meaning of the words, example in America, the term “robot” means a machine
capable of carrying out a complex series of actions automatically, especially one programmable
by a computer. However, in South Africa the term “robot” means traffic light. South Africa
created 10,000 English words that only people from South Africa can fully understand their
meanings (Crystal, 2013 in British Council Serbia, 2013). This new variety of English is basically
influenced by the culture of the people.
For further understanding about World Englishes, watch the YouTube videos of David
Crystal on World Englishes created by British Council Serbia (2013) (https://www.youtube.com/
watch?v=2_q9b9YqGRY) and Putri (2017) on World Englishes (https://www.youtube.com/
watch?v=1b7hY8yrT0s).

A. Make a three-minute video about your daily routine

especially during this Pandemic.
B. Take a three-minute video of yourself doing this
activity. Imagine that you are narrating your embarrassing moments to the
following individuals:
a. best friend b. your mother c. your teacher d. stranger/acquaintance

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 Lesson 4
MULTIMODAL TEXTS

Let’s Watch! View the video-lecture on Multimodal Texts and answer the
questions posted there.

_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________

EXISTENCE OF MULTIMODAL TEXTS

Many young people today have constant access to texts in different

modes and through different media. These texts are often a
combination of written texts, pictures, moving images and sounds
mediated through digital devices such as computers and mobile
phones. These texts are called multimodal texts.
According to Mize (2019), a multimodal text is an instructional
resource that incorporates various modes of communication. These modes of communication
are visual, spatial, audio, gestural and linguistic. The key elements for each mode are shown
below.
Modes of Multimodal Texts

Visual Spatial Audio Gestural Linguistic

Colors, vectors, Direction, position Volume, pitch, and Movements, Language,

view point in still of layout, and rhythm of music speed and stillness vocabulary and
and moving organization of and sound effects in facial expression grammar
images object in space and body language

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 Moreover, multimodal texts can be paper, digital or live. Examples of the different types
are shown in Figure 3.
DIGITAL
(slide shows, e-books,
web pages, digital
posters, social media,
animations, films, video
games)
PAPER LIVE
(textbooks, comics, (performance or event)
posters)

Types of
Multimodal
Texts

Figure 3: Types of MULTIMODAL TEXTS

Indeed, multimodality looks beyond language and examines multiple modes of

communication and meaning making. It is very important that 21 st century teachers build on
these experiences and enhance the multimodal literacy in the classroom.

Multimodal Text Evaluation

After recognizing the different multimodal texts, one must then learn the
steps of evaluation to come up with a desired meaning.
1. Determine the type of message to evaluate.
2. Identify the message.
3. State the purpose of the message.
4. Describe how the message is conveyed.
5. Specify the target audience.

. Imagine yourself as a frontliner (you can be

a doctor, nurse, security guard, police man or any other frontliners).
Create an advertising poster to remind your family members and loved
ones of the safety precautions they need to follow in order to avoid
contracting the Covid-19 virus.

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 Lesson 5
COMMUNICATION AIDS AND STRATEGIES USING TECHNOLOGY

“A communication aid helps an individual communicate more effectively with those

around them. This could range from a simple letter board to a more sophisticated piece of
electronic equipment” (My Web My Way & AbilityNet, 2009). Nowadays, communication using
technology has become very useful especially with the changes happening that are beyond
human’s control. Particularly, the pandemic has forced many to conduct their transactions via
the aid of technology. As K (2019) pointed out,

Communication is the exchange of information between a sender and a

receiver. It used to be that you only had to worry about the way you
communicated face-to-face or on paper. Now, technology has changed this
completely. It is important for people to take into account every aspect of how
they are relaying information. This is where communication strategies come into
play. Communication strategies are the blueprints for how this information will be
exchanged.
Communication strategies can be verbal, nonverbal, or visual. Integrating
all the strategies together will allow you to see the most success. This allows a
business to meet employee needs and increase workplace knowledge.

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 Multimedia Presentations

According to Childress (2017), multimedia is “a combination of types of media in

a presentation, such as images, audios, and videos. Multimedia brings variety to
the presentations and helps the visual learners understand the content better.”

Watch what?!
Watch the YouTube video of NanoNerds (2012) on

(https://youtu.be/nSGqp4-bZQY) and take note of the do’s and don’t’s in making

multimedia presentations.

5 Reasons Multimedia Presentations Are a Classroom Must

Denby (2016) detailed five (5) REASONS why Multimedia

Presentations are a must to learn and use in the classroom:

1. Multimedia presentations develop confidence in language skills.

For students who lack confidence or

language skills, a multimedia presentation created using tools such
as Adobe Spark (super-flexible design tool for crafting fab images,
videos, and sites), VoiceThread (easily collaborate and create with
voice, video, or image), Google Drive (nifty tool for collaboratively
editing and syncing files across devices), or iMovie (Movie editor will
satisfy beginner and intermediate creators) is an opportunity to
develop fluency in English (or any target language) without the
pressure of speaking live in front of an audience. With the opportunity to
record as many times as necessary, the fear of errors can be eliminated, allowing students to
focus on content, intonation, and organization.

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2. Process-driven presentations encourage meaningful feedback.

With digital presentations, teachers can more easily check in on student progress and
offer instructional advice as well. Rather than everything riding on the live speech or
presentation, multimedia presentations can be more about process, and with process-driven
assignments there is greater opportunity for teachers to conference with students, offer advice,
and provide formative feedback. If the presentations are shared via the cloud, that feedback can
even come outside of class time.

3. Script-writing strengthens ELA (English Language Acquisition) skills -- including

information literacy.

All the same planning and organization that goes into writing a good essay goes into
creating a good presentation. Students start with a central idea, find supporting ideas and
information, structure those to build an argument or explain a concept, and finish with some kind
of conclusion. The only element of writing not present in creating a good multimedia
presentation is the conventions of writing (punctuation, paragraph structure, and so on), but the
framing of ideas and thinking processes are very similar.

Additionally, students have to find appropriate information to support their points of view
in a multimedia presentation as well as the photos, audio clips, drawings, or videos that go with
them. This requires students to cultivate good information－literacy skills, including searching
databases, evaluating resources, and creating citations.

4. Multimedia presentations challenge students to think creatively.

… [It is important to] encourage students to create their own graphics, images, audio, and
video clips. When students must create something, they have to figure out how to represent their
ideas—a form of abstract, symbolic expression that ups the intellectual ante tremendously.

5. Choice provides opportunity for students to shine.

… For some students, writing essays or reports is a tremendous challenge. It’s not to say
that it's not a valuable challenge, but in certain situations teachers are really looking for content,
not writing skills. In this case, a multimedia presentation can be the perfect medium for some
students to demonstrate a high level of content mastery. Giving students a choice in how they
show understanding can be a legitimate way of maintaining high content standards for all
students.

With all the digital presentation tools at our fingertips, we can start building the next
generation of orators in effective, engaging ways. There's no reason not to start today.

Purposive Communication’s LEARNING GUIDES

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 Multimedia Authoring Tools

Multimedia authoring is a process of assembling different types of media

contents like text, audio, image, animations and video as a single stream of information with the
help of various software tools available in the market. Multimedia authoring tools give an
integrated environment for joining together the different elements of a multimedia production.
It gives the framework for organizing and editing the components of a multimedia project. It
enables the developer to create interactive presentation by combining text, audio, video,
graphics and animation (“Multimedia Authoring,” n. d.).

These multimedia authoring tools include PowerPoint Presentations, Adobe Photoshop,

Video Editing, and Microsoft Publisher.

Microsoft PowerPoint

“Microsoft PowerPoint is a presentation program, created by Robert

Gaskins and Dennis Austin at a software company named Forethought, Inc. It was
released on April 20, 1987, initially for Macintosh computers only. Microsoft
acquired PowerPoint for $14 million three months after it appeared” (Donohoe,
2020).

The basic purpose of a PowerPoint presentation is to communicate information or media

through a series of slides. Along with regular text, your slides can contain numerous types of
content such as tables, images, drawings, charts, links, word art, videos, audio and even
embedded add-ins from Microsoft. The software also has built-in editing tools that you can use
to resize, position and update content without needing to open items in other applications
(Donohoe, 2020). Knowing the ins and outs of making PPTs is an advantage for students in
achieving success in their academics.

Adobe Photoshop

“Adobe Photoshop is a raster graphics editor developed and published by

Adobe Inc. for Windows and macOS. It was originally created in 1988 by Thomas
and John Knoll. Since then, the software has become the industry standard not
only in raster graphics editing, but in digital art as a whole” (Wikipedia, 2020).

Adobe Photoshop is a software application for image editing and photo

retouching for use on Windows or MacOS computers. Photoshop offers users the ability to
create, enhance, or otherwise edit images, artwork, and illustrations. Changing backgrounds,
simulating a real-life painting, or creating an alternative view of the universe are all possible with
Adobe Photoshop. It is the most widely used software tool for photo editing, image manipulation,
and retouching for numerous image and video file formats (Smith, 2020). Although, there are
user-friendly applications that can be used to edit images, Adobe Photoshop has a vast range of
choices in terms of designing and boosting creativity and originality.

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Video Editing

“Video editing is the manipulation and arrangement of video shots.

Video editing is used to structure and present all video information, including
films and television shows, video advertisements and video essays”
(Wikipedia, 2020).

Beal (2020) explained that a “video editing software can be used to record video, but is
used more often in post-production design and editing raw footage in digital file formats. The
video file can be viewed on a computer or device with appropriate viewing software, uploaded
to video sharing websites or exported to external media, such as a DVD.”

Microsoft Publisher

“Microsoft Publisher is a desktop publishing application from Microsoft,

differing from Microsoft Word in that the emphasis is placed on page layout and
design rather than text composition and proofing“ (Wikipedia, 2020).

According to Computer Business Review (2020), Microsoft Publisher “can be used to

create a wide variety of publications, from business cards and calendars, to newsletters and
greetings cards.”

GROUP WORK. With a group of 4, make an INFOGRAPHIC PPT on one

of the given topics. Each group will be assigned a topic. Submit your
Infographic PPT file and your group picture as proof of group interaction to
your Google Classroom.

1. Wearing Face Masks and Face Shields

2. Online Classes versus Traditional Classes
3. Social Coping Activities During the Covid-19 Lockdown
4. Economic Breakdown During the Pandemic

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26
 Communication in Social Media

Bhamare (2018) discussed in his article entitled “Effects of Social Media on

Communication Skills” that the emergence of social media has created a new avenue for
facilitating daily information and communication needs. As technology grows and expands our
range of communication, social media is becoming a vital tool for daily social interaction. It
creates opportunity for people to interact with each other in a way that is both helpful and
essential to socially motivate people. The rapid-fire quick communication style that captivates
the millennials and other generation has shifted our conversations from “face-to-face” instances
to “through-the-screen” ones.

He added that social media is described as the collection

of online communication channels dedicated to community-
based input, interaction, content sharing and collaboration.
Some of the commonly known communication websites are
Facebook, Twitter, Instagram, and Pinterest. With the help of
these websites, people can share memories, reconnect with
friends, plan events, and communicate almost instantaneously.
The social media has positive as well as negative impacts on
communication skills.

How’s YOUR day?

In one sentence, describe what you are thinking or feeling today,

using #MyDayBeLike. Share this in your Facebook Timeline.

BLOGGING
Skrba (2020), mentioned in her blog What is a Blog? - The Definition of Blog, Blogging, and
Blogger that

in 1994, when blogs began, a blog was more of a

personal diary that people shared online. In this online
journal, you could talk about your daily life or share about
things that you were doing. Then, people saw an
opportunity to communicate information in a new way
online. Thus, beginning the beautiful world of blogging.

A blog (a shortened version of “weblog”) is an online journal or informational

website displaying information in the reverse chronological order, with the latest posts
appearing first, at the top. It is a platform where a writer or a group of writers share their
views on an individual subject.

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 The main purpose of a blog is to connect you to the relevant audience. Another
one is to boost your traffic and send quality leads to your website.

How to Start a Blog in 5 Simple Steps:

“You can start your blog in just 5 simple steps” (Digital Marketing Institute, 2020):
1. Choose a topic. A good approach to choosing a topic is to get in touch with what you
are most passionate about.
2. Choose a domain name. If possible, use a keyword that you are targeting in your
domain name. A keyword is a word that people will type into a search engine to search
for a topic. It is always better to use a domain that ends with dot com (.com) rather
than dot net (.net) or dot anything else.
3. Choose a blogging platform. It is a good idea to choose a platform which is flexible and
will allow for any future changes you may want to make. Some of your choices include:
WordPress.org, WordPress.com, Blogger, Squarespace, Wix, and Joomia.
4. Choose your hosting … [and] theme. A theme is a template that can enhance the
appearance of your blog.
5. Plan and write your content. Whatever you post, stay focused and relevant, or your
audience will lose interest. You can write posts ahead of time and use your blogging
platform to schedule content to be posted on the date and time you want.

VLOGGING
As The Arts Development Company (n. d.) explained:

vlog stands for a video blog or video log and refers to a

type of blog where most or all of the content is in a video
format. Vlog posts consist of creating a video of yourself where
you talk on a particular subject such as reporting or reviewing a
product or an event.

In fact, just like blogs you can vlog about almost anything. The term vlog is also
used by video streamers or Youtuber’s who don’t use a blog but post scheduled updates
via other means like YouTube and other video websites; their profile often promotes
them as vloggers. You can also do live broadcasts from social media channels such as
Facebook and Instagram.

Once you create your video (and edit it to make it look and sound great), you can
upload it online or embed the video within a post on your blog or website so all your
followers can see your latest update.

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 How to create a vlog

The Arts Development Company (n. d.) stated that you can post your vlog anywhere, but
the first step is to know how to make a video. To do this you will need:

✓ an interesting story or topic

✓ a recording device, like a webcam or dedicated video camera – you can even use your
smartphone!
✓ a microphone
✓ a good location that is well lit without too much background sound

Write your first blog entry by describing your experiences and adjustments during the covid-
19 lockdown. What are the things thatyou will do once we are Pandemic free? Invite everyone in the
class to follow each other’s blogs.

Record your first vlog by showing live scenes or images of Learning in the New Normal. Once
your vlog is chosen by your Instructor, you have to upload it to YouTube! Invite everyone to Like and
Subscribe then!

Social Media and Learning Platforms

Social media is about conversations, community, connecting with the audience

and building relationships. It is not just a broadcast channel or a sales and marketing
tool. Authenticity, honesty and open dialogue are key. Social media not only allows you to hear
what people say about you, but enables you to respond. Listen first, speak second
(Communications and Marketing, Tuffs University Relations, n. d.).

These are the nine (9) major social media platforms in 2020: Facebook, Twitter, LinkedIn,
Instagram, Snapchat, Pinterest, Reddit, Youtube and Tiktok.

1. Facebook

Facebook was founded in 2004 by Mark Zeckerberg for college students

while he was enrolled at Harvard University. Now Facebook has over 2.45 Billion
users around the world. Facebook is a social networking site that makes it easier for
you to connect and share with family and friends online (Goodwill Community

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29
Foundation, Inc., n. d.). Pappas (2015) observed that nowadays, Facebook has become a handy tool as
an eLearning platform, where learners are allowed to discuss ideas, ask questions, share experiences, and
discover new information. Given that social interaction positively impacts the way that people learn and
work, Facebook is an ideal platform to boost collaboration and active learning.

2. Twitter

Twitter was “founded in 2006 with over 330 Million users” (Kellogg, 2020). According to
the Economic and Social Research Council (2020),

Twitter is a “microblogging” system that allows you to send and receive

short posts called tweets. Tweets can be up to 140 characters long and can include
links to relevant websites and resources.

Twitter users follow other users. If you follow someone, you can see their
tweets in your twitter “timeline.” You can choose to follow people and organizations
with similar academic and personal interests to you.

You can create your own tweets or you can retweet information that has been
tweeted by others. Retweeting means that information can be shared quickly and
efficiently with a large number of people.

3. LinkedIn

LinkedIn is an online platform that connects the world’s

professionals. A complete LinkedIn profile will summarize your professional
experience to your connections, current and future employers, and
recruiters. Through your profile, you can showcase your professional life,
milestones, skills and interests (LinkedIn Corporation, 2020).

LinkedIn was founded in 2003 with 310 million active monthly users. It might not be
the flashiest social media network, but there’s unlimited potential for connecting with an elite
group of professionals who can make a difference for business (Kellogg, 2020).

4. Instagram
Instagram was “launched in 2010 with over 1 Billion active users”
(Kellogg, 2020). Instagram is a free photo and video sharing app available on
Apple iOS, Android and Windows Phone. People can upload photos or videos
to Instagram and share them with their followers or with a select group of
friends. They can also view, comment and like posts shared by their friends
on Instagram (Instagram, Inc., 2020).

“It is also a social network where product-based businesses, influencers, and coaches
can thrive” (Kellogg, 2020).

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 5. Snapchat
Snapchat was “founded in 2011 and now it has 360 million active users”
(Kellogg, 2020). Snapchat is a popular messaging app that lets users exchange
pictures and videos (called snaps) that are meant to disappear after they are
viewed. It is advertised as a "new type of camera" because the essential function is
to take a picture or video, add filters, lenses or other effects and share them with
friends (State University of New York, n. d.).

“The most active users of Snapchat are 13-year-olds, and they are spending upwards of
30 minutes a day on the app. Snapchat is a haven for user-generated content, behind-the-scenes
videos, exclusive offers, and influencer takeovers” (Kellogg, 2020).

6. Pinterest
Pinterest was “founded in 2010 and now with 322 million active users”
(Kellogg, 2020). “Pinterest is like a virtual bulletin or cork board that allows
users to find and curate images and videos” (Ayotte, 2020). “Some of the
most popular content on Pinterest includes fashion, food, decor, wedding,
workout and DIY-related pins” (Kellogg, 2020).

Notably, 81% of Pinterest users are female—if you have a predominantly female
audience, that is a compelling reason to invest time in social media marketing on Pinterest. That
is not to say that men are not on Pinterest. In fact, 40% of new Pinterest signups are male
(Kellogg, 2020).

7. Reddit
Reddit was “founded in 2005 and now with 430 million active monthly
users” (Kellogg, 2020). Reddit is a social news platform that allows users to
discuss and vote content that users have submitted. To help police the site and
prevent spammers from bombarding readers, Reddit came up with “karma”
points. Users get Karma by their comments and links being voted-up by others
in the community (Beck, 2012).

8. YouTube
“The first ever video uploaded to YouTube was on April 23rd 2005…[and by 2019,]
YouTube has 2 billion users worldwide” (Mohsin, 2020).
“YouTube is a free video sharing website that makes it easy to watch online videos.
Anyone can create and upload videos to share with others” (Goodwill Company Foundation, Inc.,
n. d.).

Although many people think of YouTube as an entertainment-based

website, the number of educational videos are innumerable. You can teach
yourself almost any skill by watching Youtube videos. Youtube is a very useful
tool to not only learn things but also to network with other people (State
University of New York, n. d.)

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9. Tiktok. According to Influencer Marketing Hub (2020),

TikTok is a short-form, video-sharing app that allows users to

create and share 15-second videos, on any topic. TikTok maintains a
separate app for the Chinese market, known as Duyin, which has over
300 million active monthly users.
Since its launch, the TikTok app’s popularity has been growing tremendously.
In October 2018, it was the most-downloaded photo and video app in the Apple store,
globally. The app reportedly has amassed over 500 million monthly active users, the
US being the most popular country where it has been downloaded over 80 million
times.

Make your original meme by creating a witty or funny statement

(using a combination of two languages you speak) about new-normal life and
attach a picture that represents it. Then, post it on your FB wall and tag
your instructor with #JustForMEME.

With a group of 6 members, make a Public Service Announcement (PSA)

that is designed to inform and educate the public rather than sell a product
service. The selected video will be uploaded in YouTube or the FB of your
Instructor.

Follow these PSA Guidelines:

1. It should aim to change public opinion and raise awareness on important issues while
disseminating information quickly and efficiently.
2. It should focus on the group’s theme: Social Media, Bullying, Health, Environment, and
Technology.
3. The video should NOT exceed 1 minute (60 seconds), not including the 10-second title screen.
4. All entries should begin with a 10-second full-screen “title screen” that includes the following
information:
- Students’ names with lead producer
- GEC 102 Section
- Title/tagline of the PSA
- 1 minute total running time (not including the title screen)
5. The PSA must be submitted in English or must include English subtitles if language used is not
English.

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