PURPOSIVE COMMUNICATION STUDENTS’ LEARNING GUIDE

TOPIC 2: TYPES OF COMMUNICATION

INTRODUCTION

What is communication?

Depending on what is being considered, communication as a term takes on different contexts

resulting in people having different views on communication types. Since communication, is generally
defined as the exchange of thoughts, ideas, concepts, and views between or among two or more people,
various contexts come into play. Context is the circumstance or environment in which communication takes
place. Such circumstance may include the physical or actual setting, the value positions of a
speaker/listener, and the relevance or appropriateness of a message conveyed. It focuses on certain
communication processes and even groupings of people that constitute a communication situation.

Different contexts can impact one’s communication. Each communication type is governed by a
particular circumstance. Thus, it is essential to pay attention to the interplay of factors surrounding the
context of communication which may be physical, cultural, social, and psychological in nature.
Communication may then be classified according to: (1) communication mode, (2) context, and (3) purpose
and style.

Types of Communication According To Mode

A message may be conveyed via these types: verbal-non-verbal and visual. Though communication is
often thought of as verbal, the non-verbal mode is equally essential as it enhances one’s message.

VERBAL-NON-VERBAL COMMUNICATION

Effective communication calls for the blending of these two types. One cannot be separated from
the other. For instance, door-to-door sales person who demonstrates product knowledge can only be
effective if they know how to properly punctuate what they say with proper gestures and facial expressions.
Their communication with the customer begins upon greeting him/her with a welcoming smile then
assessing customer needs and answering customer queries enhanced by gestures and a friendly, happy,
and pleasant disposition. It is only through this mode that salespeople with excellent communication skills
are able to provide the best information needed, thereby convincing the client to patronize their products.

When you were in Senior High School, you were trained to blend verbal and non-verbal modes of
communication. In fact, when meeting people for the first time, as what you may have experienced many
times, the initial meeting when you speak during the first few minutes is significant as it leaves a lasting
impression on your listeners. You show interest in meeting these people by acknowledging their presence
through an amiable, congenial disposition, and a smiling face. Rather than just speaking, it is to use the
non-verbal code through a handshake, an approving facial expression, and a kind disposition or character.
VISUAL COMMUNICATION

Visual communication, on the other hand, is the type of communication that uses visuals to convey
information and/or messages. Some examples are signs, symbols, imagery, maps, graphs, charts,
diagrams, pictograms, photos, drawings or illustrations, and even various forms of electronic
communication. Some examples of electronic communication symbols or images are the emojis,
emoticons, and animation among others to convey the writer’s emotions or clarify the intent of the message
sender. These are achieved through digital mode or text.

How these symbols are interpreted is very crucial in visual communication. There are some
instances when visual communication is classified under non-verbal communication. Whatever the
classification is, note that this type has now become pervasive in communication. It is then important that
the receiver of the message is able to decode the meaning correctly by contextualizing the information
received.

Visual communication now occupies an important place in any work environment. For instance,
during presentations, instructors, managers, doctors, lawyers, legislators, and the like use visuals to
transfer data into digestible information. Very likely, they will have greater success in catching the attention
of the audience, making the latter easily recall the information. What makes visual communication even
more advantageous is that it makes use of technology that provides apps (application), videos, and images
that rely less on the printed word making presentations more interesting. This leaves a powerful effect on
the audience and prospective clients. Speakers/presenters should, however, be mindful of the content of
their presentation since wrong and irrelevant information lead to miscommunication or communication
breakdown, thereby defeating the very purpose for the use of visuals. Likewise, they should pay attention to
graphic elements, such as position, color, size, shape, and orientation as all these play an important role in
the preparation of slides. Audience size should be considered as well when preparing presentation or other
forms of visual.

Types of Communication According To Context

In this sub-section, context in communication is referred to as a composite of people interacting

with each other. Communication may also be classified according to context: (1) intrapersonal; (2)
interpersonal; (3) extended; (4) organizational communication; and (5) intercultural communication.

Intrapersonal Communication

The Latin prefix intra-means within or inside. Intrapersonal communication then means talking to oneself.
Some label it as self or inner talk, inner monologue, or inner dialogue. Psychologists call it with other
names such as self-verbalization of self-statement.

Do you find it normal to talk to yourself? Some say it is, some say it’s not. The gauge, however, rests on
the frequency of the occurrence and how you handle such. For instance, if you find yourself taking to
yourself, there is really no need for you to answer back. You talk to yourself because think that there is the
need to: boost your confidence when you are nervous to speak in front of an audience, apprise yourself
that you performed a good job, or console yourself than you did a task poorly. Moreover, engaging in inner
speech such as fantasizing or daydreaming is not bad as long as you are able to distinguish it from reality.

Self-talk can be advantageous as it can enable you to practice what you ought to say in times when you
lack the motivation and confidence to speak. One magic statement that you can try is: “I can do it!” saying
this over and over again will give you positive reinforcement that you can do things courageously and that
is not impossible to do so. Furthermore, as you respond to life’s challenges, you may also find yourself
verbalizing your thoughts and feelings. It is then important that as you introspect, you are able to improve
on your decisions in life and likewise enhance your self-worth as a person.

Intrapersonal Communication

As opposed to intra, the Latin prefix inter- means between, among, and together. An interactive
exchange take place as interpersonal communication takes place. However, as it occurs a transaction does
not necessarily take place since it can only be a simple interaction such as greetings, getting to know a
person, or ordinary conversations that happen between or among the interactants. This may occur in dyads
or small groups, also known as group communication.

A communication situation is interpersonal if it is meant to establish or deepen one’s relationship with

others. However, if the objective is to achieve something at the end of the conversation, it becomes
transactional. While the former is characterized by less seriousness and formality, the latter is more formal
and profound. Whereas interpersonal talks are meant for maintaining social relationships, transactional
talks aim to accomplish or resolve something at the end of the conversation. Note the examples below.

Analyse the following two situations:

1. Speaker A: Hello! I am Kaesell Ramos. And you?

Speaker B: Oh, I am Venice Mendoza. Glad to meet you. How are you related to the bride?
Speaker A: She is my cousin. Her mom and mine are sisters. How about you?
Speaker B: She was my high school classmate. I never knew anything about her personal life so
we were kind of surprised when she sent us the invitation. As always, she is very private.
Speaker A: I see. Well, she’s really like that. Ever since we were kids, she has always been a very
quiet person.
2. Speaker A: Excuse me. Would you know how to get to the nearest mall?
Speaker B: Yes. In fact you may go there on foot or simply take a jeepney. If you walk, it will take
you about 20 minutes to get there. You can just take the exit gate near the hospital then turn left
and walk straight ahead. You won’t miss it because of the big sign. Jeepneys take the same route
and it should not take you more than 10 minutes even with the traffic.
Speaker A: Thank you very much. I think I will just take the public transportation as I am running
out of time. You have been really helpful. Thanks again.

Could you tell which is interpersonal and which is transactional in the two situations above? Explain the
objective, the language, and the nature of the conversation.
Extended Communication

Extended communication involves the use of electronic media. Unlike before when it only called for
the use of television and radio, nowadays, the description of extended communication may be expanded as
to include tele, audio, or phone conferencing; video-conferencing; Skype calls; and other technological
means. For example, linked by a telecommunication system, people who are far apart, or are far from the
venue, can participate in a meeting or a conference. In an e-conference like this, participants may not be
physically present but are still able to track down the lectures and participate actively because of the mass
articulation and dissemination of information, allowing speakers to reach a wider group of listeners. Since
extended communication is public in nature, speakers are expected to be prepared when they speak,
making their language more formal.

With the use of electronic media, messages are transmitted quickly. For instance, with the use of
the Internet, recorded videos may be viewed by a greater number of people. With extended
communication, your own thinking, behaviour, and attitude may be influenced by other people and you may
be influenced by other people and you may be persuaded to take the views you hear. It is important then
you hold onto so uou do not get easily swayed by other people’s convictions.

Organizational Communication

With this type, the focus is on the role that communication plays in organizational context.
Organizations comprise individuals who work for the company. When you graduate, for example, you
become a professional, either working for a company or putting up your own. Whichever, you should know
that each organization has expectations that you as a communication professional should meet or that you
as the owner may establish.

For an organization to be successful, a system of communication should be put in place. A set of

rules or standards for communication protocol should be made clear so that interaction pattern are
established. On the part of the individual, you should be equipped with the needed oral and written
communication skills that the organization expects you to possess.

There are two types of organizational structure: (1) formal and (2) informal. Formal structure
allows communication to take place via designated channels of message flow between positions in the
organization. This may make use of four approaches: (1) downward communication, (2) upward
communication, (3) horizontal communication, and (4) crosswise communication. As the term implies,
downward communication is the type that flows from upper to lower positions, i.e., president to a manager
or supervisor, a manager to an ordinary staff. The flow of communication is top-down or from a superior to
a subordinate, usually asking certain individuals to perform a certain task. Conversely, message
transmission in upward communication is bottom-up in which subordinates send communication to their
superior/bosses bearing their views/feedback on organizational policies, issues related to their jobs, and
the like. Horizontal communication is lateral in approach as it takes place among people belonging to the
same level but coming from different departments or units to facilitate performance of tasks through proper
coordination. Crosswise approach is diagonal in nature as employees from different units or departments
working at various levels communicate with each other. Each of these communication approaches has its
own advantages and disadvantages. Note that these structures are usually presented in the company’s
organizational chart and policy manuals.

Informal communication, on the other hand, comes from unofficial channels of message flow. Also
known as ‘grapevine’ messages coming from the different levels of the organization are transmitted. This
occurs due to the dissatisfaction of some employees accompanied by uncertainty, such as superiors
playing favourites and unfavourable or unacceptable company rules and regulation. Some employees even
resort to baseless gossip and rumours which they spread like wild fire. Tracing the origin of a rumour is
almost next to impossible. In fact, when some people are confronted, they impute the blame to others so
they can get out of the mess quickly.

Each organization has its own culture. This is referred to as ‘organizational culture.’ Based on its
history and development, an organizational develops its own core values, vision and mission statements,
goals, and objectives. Organizational culture is of utmost significance since it will dictate the kind of
behaviour that employees should possess as well as the extent of commitment expected from them by the
organization. They all share in the values, practices, vision, and mission of the organization. Peter
Drucker’s famous quote, “Company cultures are like country cultures. Never try to change one. Try instead,
to work, with what you’ve got,” underscore the view that indeed, culture is within the control of the
entrepreneur or company owner. If at the outset, better look for another job or workplace where you will be
happy and in harmony with your superiors and colleagues.

Intercultural Communication

Another type of communication is intercultural communication. As the term implies, it is communication

between or among people having different linguistics, religious, ethnic, social, and professional
backgrounds. Even gender difference affects communication. Individuals having different orientations
communicate and interpret messages differently. This particularly happens with non-verbal communication.
For instance, Australians consider eye contact as important in assessing the sincerity of a person while for
Indians, looking straight into the eyes of a person while talking is inappropriate. This does not, however,
mean that they are dishonest or insincere. Moreover, Indians interpret waving of hands from the other side
to side as no or go away while it means hello among Westerners. For Filipinos, twitching of lips means to
refer to something or someone. When someone asks: “Where is my book?” instead of responding: “there it
is,” the response may be twitching or puckering lips. When seen by people from other cultures, such facial
expression may be taken to mean as “seduction. Is it important then not to be judgemental or to rush into
interpretations as cultures sometimes vary enormously?

Similarly, linguistic difference is the essence. With the advent of World Englishes, different cultures
develop different lexicon peculiar only to the speech community. In the Philippines, a local variety of
English called Philippines English has been developed which has introduced lexical innovation, not found
or used in other varieties, such as thrice, batchmates, CR (comfort room), salons, barangay captain, and
high blood even in terms of pronunciation, words are pronounced differently by Filipinos, which, to some,
are considered erroneous. For instance, these supposedly pronounced with a hard /th/ represented with
a /q/ is pronounced instead with a /d/ by the average Filipino since hard /th/ is not part of the Filipino
phonology.

TYPES OF COMMUNICATION ACCORDING TO PURPOSE AND STYLE

Finally, communication may be classified according to purpose and style. Earlier, formal and
informal communications have been discussed in relation to organization communication. Similarly, the
types of communication in relation to purpose and style are formal and informal. However, rather than
focusing on the transmission of message and message flow, the focus here is on the communication
setting in the mode of delivery. Formal communication employs formal language delivered orally or in
written form. Lectures, public talks/speeches research and project proposals, reports, and business letters,
among others are all considered formal situations and writings note that while lectures and speeches are
delivered orally, the text have been thought out carefully and written well before they are delivered. To
inform, to certain, and to persuade are the main objectives of this type of communication.

On the other hand, informal communication certainly does not employ formal language. It involves
personal and ordinary conversation with friends, family members, or acquaintances about anything under
the sun the mode may be oral as in face-to-face, ordinary or everyday talks and phone calls, or written as in
the case of e-mail messages, personal notes, letters, or text messages. The purpose is simply to socialize
and enhance relationships.

PAULINIAN ESSENTIAL ELEMENTS

ETHICAL, PAULINIAN LEADERS & PROFESSIONALS, who:

1.1 Consistently adhere to ethico-moral standards of decision making and behavior in their personal,
professional and organizational affairs;
1.2 Declare, affirm, and manifest the values and principles of honesty, transparency, responsibility,
accountability, and fairness in their professional lives and endeavor;
1.3 Articulate, advocate, and exhibit Paulinian ideals and values in their private and professional lives
nurtured by
prayer and deep relationship with God; and

1.4 Speak out and take action to expose and redress violations of social and professional norms and
principles
whatever the consequences may be.

PAULINIAN AFFIRMATION

“As a Christ-centered Paulinian, I am a Reliable, Productive EXPERT and IMPLEMENTER, competently

pursuing my mission in life.”

LESSON 1: Types of Communication

LEARNING OUTCOMES: During the learning session, you should be able to:

 Demonstrate knowledge about the role of language in human communication;

 Identify the types of communication in relation to communication mode, context, and purpose
and style;
 Differentiate verbal and non-verbal, and visual.

LEARNING ACTIVITIES

Task 1: Comprehensive Questions: Instruction: Check your understanding of the input by answering the
following questions:

1. How do you differentiate the types of communication in relation to communication mode?

2. How can visual communication enhance the message conveyed by a speaker? Cite a
particular situation when it is best to employ visual communication?
3. What are the types of communication in relation to the context? How do they differ from one
another?
4. How can you listen to speakers’ opinion through electronic media without being easily swayed
into accepting their opinions?
5. Of the four approaches employed in formal organization structure, which do you think is the
best? Cite a situation which will call for the use of each approach. Give one advantage and
disadvantage of each.
6. Would you know any strategy or method by which you can reduce the complexity of
understanding another culture? Do you think it will work with your current set of foreign
classmates/ friends?
7. How do you differentiate formal communication from informal communication in relation to
purpose and style? Provide situations to illustrate the differences.

Task 2: ORGANIZATIONAL CULTURE. Instruction. Interview a certain head of an organization/ company

and ask him/ her the following questions.

1. What is the culture of the organization?

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2. Do you think cultures can be created? Modified? Changed?

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3. In the school where you are currently enrolled, what is the prevailing organizational culture? What
are some of the practices/ rituals that you deserve?
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Task 3: NON-VERBAL CUE. Instruction. Choose two cultures from among the ASEAN countries and
differentiate some of their non-verbal messages. Get a partner and share at least three differences in their
non-verbal codes.
TASK 4. Mission, Vision and Values. Instruction. Presume that you are going to put your own organization.
Decide on the nature and the objective/s of the organization you wish to establish. Draft your vision and
mission statements but access first the website below and view it so you will be properly guided:

Mission, Vision, & Values: The Foundation of Every Great Company

Ref: https://www.youtube.com/watch?v=9CIVQLJ13kc

After viewing the clip, you are now ready to draft your own mission-vision statements. Remember that a
mission statement is a statement communicating the purpose of the organization. It states the following
points:

1. What the organization does for its clients?

2. What the organization does for its employees?
3. What the organization does for the owner/s?
4. What the organization does for the community?
5. What the organization does for the world?

On the other hand, remember too that a vision statement states an aspiration and focuses on something
that you want to be in the future. It states the high-level goals of the organization which coincide with the
owner’s/founder’s objectives.

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III. Now that you have your own mission-vision statements, identify at least (3) powerful core values that will
serve as the organization’s guiding principles. Explain what each means and why you have chosen them.
Remember that these core values should help you fulfil your business goals which should also be imbibed
by your employees.

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PROCESSING:

1. In activity 1, you will understand the whole concept of communication and its purpose according to
mode, context, purpose and style. You will learn that communication is classified into types:
according to mode and these are: verbal-nonverbal and visual communication, context:
intrapersonal, interpersonal and extended, organizational, intercultural, and also purpose and style:
formal and informal communication.
2. In activity 2 and 4 , you will understand the importance of the identity of the organization through its
established culture. The norms and practices of the organization are reflected in the vision and
mission statement which serve as the operational direction and the guiding principles of the
organization.
3. In activity 3, you will be acquainted of the cultures of the ASEAN countries through their facial
expressions or body language.

FORMATION:

Each organization has its own established culture which is transpired and celebrated through
practices. These guiding principle are eminently followed and observed not only to the administrators but
also to the stakeholders as well the least position in the organization. By showing respect to these
principles by means of practicing the core values in different aspects of communication, is an evidence of
our reverence as pillars of the institution.

SYNTHESIS:

1. There are various types of communication. These types can be divided according to mode,
context, and purpose and style. In terms of communication mode, the types of communication
are verbal, non-verbal, and visual. In terms of context, the communication types are
intrapersonal, interpersonal, extended, organizational, and intercultural. In terms of purpose
and style, the types of communication are formal and informal.
2. Verbal and non-verbal codes should complement each other. With visual communication,
interpretation of signs and symbols is crucial since people have different ways of interpreting
them. It is importance to always contextualize the symbol/sign receive in order to arrive at the
correct interpretation.
3. In any organization, a system of communication should be put in place. Transmission of
message flow also play an important role in effective organizational communication.
4. People have different linguistic, religious, ethnic, social, and professional backgrounds. It is
then necessary to pay attention to intercultural communication to avoid miscommunication
and/or communication breakdown.
5. Formal communication and informal communication have different uses depending on the
situation. Both types may be in oral or written mode.
ASSESSMENT: PEER ASSESSMENT. Instruction. Using the following indicators, evaluate the mission-
vision statements and core values he/she prepared. Be sure that you know the background surrounding the
conceptualization of the organization before you make the evaluation.

Mission Statement
Indicators Strongly agree Somewhat Disagree Comments
agree
1. The mission statement focuses
on the present.
2. The mission statement is
concise and direct.
3. The mission statement states
what the organization does.
4. The mission statement states
how the organization operates.
5. The mission statement states
for whom the organization
does things.

Vision Statement
Indicators Strongly agree Somewhat Disagree Comments
agree
1. The vision statement focuses
on the future.
2. The vision statement shows an
aspiration.
3. The vision statement is clear
and concise.

Core Values
Indicators Strongly agree Somewhat Disagree Comments
agree
1. The core values can be easily
remembered.
2. The core values are not too
many.
3. The core values can be
translated into action.
4. The core values are unique to
the organization.
5. The core values are connected
to the organization’s mission-
vision statements.
ASSIGNMENTS: Instructions: Recall the first time you engaged in a public oral presentation. What were
the different factors that you considered at that time? Relate how challenging it was for you especially when
viewed by different kinds of audiences. Write your experiences in a sheet a paper and be ready to share
this to your classmates in the following day.

My Personal Experience on Public Oral Presentation

Narrative

REFLECTION GUIDE

 What I have LEARNED this week that has helped me do all aspect of this better?
 What I have DONE this week that has made me better at doing all aspects of this?
 How can I IMPROVE at doing all aspects of this is:

EXPANDED OPPORTUNITIES

1. Assume that you are manager/employee of the organization and make your own vision and
mission that will serve as your guiding principle. How will you manifest your created vision and
mission into actions such as practices and activities? To carry the task, fill-in the table below.

Vision

Mission

Desired Goals Activities/ Specific Objectives Timeline Process Remarks

Projects

1.
 2.

3.

4.

5.

REFERENCES

Floyd, K. (2012). “Interpersonal Communication.” New York, The McGraw-Hill Companies

Madrunio, M. & Martin,I. (2018). Purposive Communication Using English in Multilingual Contexts.”
Quezon City: C & E Publishing, Inc.

Padilla, M., Dagdag, L., & Roxas, F. (2018). “ Communicate and Connect! Purposive Communication.”
Malabon City, Philippines: Mutya Publishing House Inc.

3G Elearning FZ LLC (2014). “Basic Communication Skills.” UAE, 3G Elearning FZ LLC

Prepared by:

MR. ALVIN J. SUMAMPONG, MAENG