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Contents

INTRODUCTION ...................................................................................................................................... 2

READ ...................................................................................................................................................... 4
What is Communication? .................................................................................................... 4
Why study Communication? ............................................................................................... 4
The Four Models of Communication .................................................................................... 4
Shannon and Weaver Model of Communication .................................................................. 5
Concepts in Shannon Weaver Model ....................................................................................................... 5
Explanation of Shannon Weaver Model............................................................................... 7
Example of Shannon Weaver Model.................................................................................... 7
Osgood-Schramm Model of Communication........................................................................ 8
White’s Stages of Oral Communication................................................................................ 9
Communication Ethics ...................................................................................................... 10
NCA Credo for Ethical Communication (approved by the NCA Legislative Council, November
1999) ......................................................................................................................... 10

READ .................................................................................................................................................... 12
World Englishes ................................................................................................................ 12
What is Standard English?................................................................................................. 13

LESSON 2 .............................................................................................................................................. 14

INTRODUCTION ..................................................................................................................................... 14

OBJETIVES ............................................................................................................................................. 14

READ .................................................................................................................................................... 15
Key Terms ........................................................................................................................ 15
What is Public Speaking? .................................................................................................. 15
A Short History of Public Speaking..................................................................................... 16
Sample Speeches of Public Speaking ................................................................................. 18

INTRODUCTION
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 Welcome to Purposive Communication! Purposive Communication is about writing,
speaking, and presenting to different audiences and for various purposes.

Purposive Communication is a subject that will educate you about the ethical communication which helps
you to become a better and effective communicator with the heart. You will also learn that communication is
Globalization and that globalization serves us a bridge that connects people all over the world.
OBJECTIVES
Purposive Communication is a three-unit course that develops students’ communicative competence and
enhances their cultural and intercultural awareness through multimodal tasks that provide them opportunities
for communicating effectively and appropriately to a multicultural audience in a local or global context. It
equips students with tools for critical evaluation of a variety of texts and focuses on the power of language
and the impact of images to emphasize the importance of conveying messages responsibly. The knowledge,
skills, and insights that students gain from this course may be used in their other academic endeavors, their
chosen disciplines, and their future careers as they compose and produce relevant oral, written, audio-visual
and/or web-based output for various purposes.

At the end of this module, you are expected to:

1. Describe the nature, elements, and functions of verbal and non-verbal communication in various and
multicultural contexts;
2. Explain how cultural and global issues affect communication
3. Present ideas persuasively using appropriate language registers, tone, facial expressions, and gestures
4. Write and present academic papers using appropriate language registers, tone, facial expressions,
and gestures;
5. Appreciate the impact of communication on society and the world.

At the start of the module, you are to take the preassessment test to see how much knowledge and
background you have in Purposive Communication.

This module is self-instructional. You can read, analyze concepts and ideas presented, and reflect on them.
The Activities and Self-Check Questions will help you assess how you progress as you go through the module.

Your answers to the Self-Check Questions (SCQ’S) and activities may be evaluated by the teacher and this
forms part of the formative evaluation. DO NOT WRITE YOUR ANSWERS ON THE MODULE BUT ON A SEPARATE
SHEET. The answer key to the SCQ’s is found at the end of the module. The post assessment will be given in a
separate booklet upon completion of the module.

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 READ

What is Communication?
Communication comes from the Latin word ‘communis’, which means ‘commons’. To be common
means “to come together” or “to commune’’-to share something in common’’.

Communication is the process of exchanging ideas, thoughts, feelings and emotions from one
person to another with the use of symbols which may be verbal and/or non-verbal and aims for
understanding.
Why study Communication?

We study communication to understand ourselves as a social being or human being, to

understand ourselves as a person, to gain professional and personal growth and to preserve our
cultural values.

The Four Models of Communication

• Aristotle’s Model of Communication

• Shannon and Weaver Model of Communication
• Osgood-Schramm Model of Communication
• White’s Stages of Oral Communication

Aristotle’s Model of Communication

According to Pragya oh her article,

Aristotle Model is mainly focused on
speaker and speech. It can be broadly
divided into 5 primary
elements: Speaker, Speech, Occasion,
Audience and Effect.

The Aristotle’s communication

model is revolves around
the speaker as the main concept of
this theory is that, speaker plays the most important role in communication and it is the only one who
holds the responsibility to influence his/her audience through public speaking. It is the speaker’s role to
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 deliver a speech to the audience. The audience is passive, influenced by the speech. This makes the
communication process one way, from speaker to receiver.

The speaker must organize and prepare his/her speech beforehand, according to the target
audience and situation (occasion).

Even if the model is speaker oriented and focuses on audience interaction in communication, there
is no concept of feedbacks.

For instance, a politician (speaker) gives a speech to get votes from the civilians (audience) at the
time of election (occasion). The civilians only vote if they are influenced by the things the politician says
in his speech so the content must be very impressive to influence the mass and the speaker must design
the message very carefully.

The speech must be clear as well as the speaker must have a very good non-verbal
communication with the audience like eye contact. This example is a classic case of Aristotle Model of
Communication depicting all the elements in the model.

Shannon and Weaver Model of Communication

Concepts in Shannon Weaver Model

According to the article of

businesstopia, there are six concepts in
Shannon Weaver Model and these are the
following concepts:

①Sender (Information source) – Sender

is the person who makes the message,
chooses the channel and sends the
message.

②Encoder (Transmitter) –Encoder is the sender who uses machine, which converts message into
signals or binary data. It might also directly refer to the machine.

③Channel –Channel is the medium used to send message.

④Decoder (Receiver) – Decoder is the machine used to convert signals or binary data into message or
the receiver who translates the message from signals.

⑤Receiver (Destination) –Receiver is the person who gets the message or the place where the

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 message must reach. The receiver provides feedback according to the message

⑥Noise –Noise is the physical disturbances like environment, people, etc. which does not let the
message get to the receiver as what is sent.

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Explanation of Shannon Weaver Model

The sender encodes the message and sends it to the receiver through a technological channel like
telephone and telegraph. The sender converts the message into codes understandable to the machine.
The message is sent in codes through a medium.

The receiver has to decode the message before understanding it and interpreting it. The receptor
machine can also act as a decoder in some cases. The channel can have noise and the receiver might not
have the capacity to decode which might cause problems in communication process.

Here, for instance, brain might be the sender, mouth might be the encoder which encodes to a
particular language, air might be the channel, another person’s ear might be the receptor and his brain
might be the decoder and receiver.

Similarly, air is the channel here, the noise present in his environment that disturbs them is
the noise whereas his response is the feedback. There were only 5 components when the model was
made. Noise was added later.

As Shannon was an engineer, this model was first made to improve technical communication, mainly
for telephonic communication. It was made to to maximize telephone capacity with minimum noise.

Later, Weaver applied it for all kind of communications to develop effective communication and the
model became famous as Shannon Weaver model. In engineering, Shannon’s model is also called
information theory and is used academically to calculate transmission through machines and also has a
formula.

Example of Shannon Weaver Model

A businessman sends a message via phone text to his worker about a meeting happening about their
brand promotion. The worker does not receive the full message because of noise. It goes like this:

Businessman: We have a meeting at the office (“at 8 am” goes missing due to phone network disruption
or noise)

Worker (feedback) : At what time?

Sender: Businessman

Encoder: Telephone network company

Channel: Mobile network

Noise: Missing text due to disruption

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 Decoder: Mobile phone

Receiver: Worker

The transmission error is the noise in this case. The feedback lets the businessman know that the
message reached incomplete. The receiver gets the chance to get the full message only after his
feedback.

Osgood-Schramm Model of Communication

It is a Circular Model, so that communication
is something circular in nature.

①Encoder – Who does encoding or Sends

the message (message originates)

②Decoder – Who receives the message

③Interpreter – Person trying to understand

(analyses, perceive) or interpret

Note: From the message starting to ending,

there is an interpretation goes on. Based on this interpretation only the message is received.

This model breaks the sender and receiver model it seems communication in a practical way. It is not
a traditional model. It can happen within our self or two people; each person acts as both sender and
receiver and hence use interpretation. It is simultaneously take place e.g. encoding, interpret and
decoding.

Semantic noise is a concept introduced here it occurs when sender and receiver apply different
meaning to the same message. It happens mostly because of words and phrases for e.g. Technical
Language, So certain words and phrases will cause you to deviate from the actual meaning of the
communication.

Note: When semantic noise takes place decoding and interpretation becomes difficult and people get
deviated from the actual message.

Advantage of Osgood- Schramm model of communication

1. Dynamic model- Shows how a situation can change

2. It shows why redundancy is an essential part

3. There is no separate sender and receiver, sender and receiver is the same person

4. Assume communication to be circular in nature

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 5. Feedback – central feature.

Disadvantage of Osgood- Schramm model of communication

This model does not talk about semantic noise and it assume the moment of encoding and decoding.

White’s Stages of Oral Communication

According to Eugene White in his definition of
the model of communication, it is a repetitive
cycle. His 1960 model is that of a cyclical process
composed of eight stages. These stages are
thinking, symbolizing, expressing, transmitting,
receiving, decoding, feed-backing, monitoring and
thinking. Eugene White describes communication
as circular and continuous, with no beginning or
end. This is why White made a cyclical model. We can assume that communication begins with thinking,
it can usually be observed from any point in the model.

Eugene White introduced the concept of FEEDBACK to the field of communication. It is the
perception by the speaker about the response of the listener. If the speaker monitors the listeners it is
the only way that he/she can receive feedback.

For more information about the

Communication Models open this link:
https://www.youtube.com/watch?v=O-O-fV5qT-0

References

Businesstopia, "Shannon and Weaver Model Of Communication," in Businesstopia, January 6,

2018, https://www.businesstopia.net/communication/shannon-and-weaver-model-communication.

https://prezi.com/3eb2g1auuula/models-of-communication/

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Communication Ethics

It is important to understand that whatever we communicate should be guided by certain ethical

principles. The US National Communication Association (NCA, 1999) discusses this in their Credo for
Ethical Communication.

NCA Credo for Ethical Communication

(approved by the NCA Legislative Council,
November 1999)

Questions of right and wrong arise whenever people communicate. Ethical

communication is fundamental to responsible thinking, decision making, and the
development of relationships and communities within and across contexts, cultures,
channels, and media. Moreover, ethical communication enhances human worth and
dignity by fostering truthfulness, fairness, responsibility, personal integrity, and respect
for self and others. We believe that unethical communication threatens the quality of all
communication and consequently the well-being of individuals and the society in which
we live. Therefore we, the members of the National Communication Association,
endorse and are committed to practicing the following principles of ethical
communication:

We advocate truthfulness, accuracy, honesty, and reason as essential to the integrity of

communication.

We endorse freedom of expression, diversity of perspective, and tolerance of dissent to

achieve the informed and responsible decision making fundamental to a civil society.

We strive to understand and respect other communicators before evaluating and

responding to their messages.

We promote access to communication resources and opportunities as necessary to fulfill

human potential and contribute to the well-being of families, communities, and society.

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 Every time we communicate, we should consider the consequences of our actions. If people were
more responsible in their use of communication, there would be less conflict in this world. Even though
the four principles above are short and concise, they are important because they help us discern the
difference between ethical and unethical communicators.

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GLOBALIZATION

Globalization has affected us in many ways. Airfare has become cheaper, and one can travel
internationally more than one could in the past. Many Filipinos have decided to work or live abroad, with
some of them migrating to other countries. The free trade of goods and services all over the world has
brought multinational companies and foreign investors to our shores. Because of all these factors, it is
imperative to be aware of the differences between our culture and the rest of the world’s cultures.

Because of the advent of the Internet, the world seems to be shrinking continually. One can
communicate internationally in a matter of seconds, whether one is sending an email, chatting in social
media, or sending a text message. One can read about different cultures, and have access to films,
academic papers, and the like from countries around the world, and vice versa. Given this increasingly
shrinking world, one should know the difference between the kind of English that we write and speak,
and the kind of Englishes that exist outside of the Philippines.

World Englishes

The term World Englishes refers to the differences in the English language that emerge as it is used in
various contexts across the world. Scholars of World Englishes identify the varieties of English used in
different sociolinguistic contexts, analyzing their history, background, function, and influence.

Try fo find time to watch this video about “The History of English in Ten Minutes”
posted by The Open University on Youtube: https://www.medievalists.net/2012/12/the- history-
of-english-in-ten-minutes/

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What is Standard English?

Standard English is the language used in most public discourse and in the regular operation of
American social institutions. The news media, the government, the legal profession, and the teachers in
our schools and universities all view Standard English as their proper mode of communication, primarily
in expository and argumentative writing, but also in public speaking.

"Standard English is not entirely uniform around the globe: for example, American users of standard
English say the first floor and I've just gotten a letter and write center and color, while British users say
ground floor and I've just got a letter and write centre and colour.

Aspect American English (US) British English (UK)

Punctuation She said, “I’ll be at work by 8 She said, “I’ll be at work by 8
a.m.’’ a.m.’’
Date March 2, 2017 2 March 2017
Spelling center, color, organize, program centre, colour, organize,
programme
Words elevator, pants, diaper lift, trousers, nappy
Expression/Local Idiom ruffled feathers (agitated) knickers in a twist (agitated)
Grammar Do you have that book? Have you got that book?
Pronunciation Vase / vάs/ -sounds Vase/va:z/]- sounds
(irrelevant in writing) like VEYZ like VAHZ

Thus, two English speakers-one from the US and the other from the UK-may become confused when
encountering the other’s unfamiliar accent and word choices in a conservation and when seeing different
spelling and punctuation convention in writing.

Philippine English, as well, has its unique and idiosyncratic usages.

For example, “comfort room” is a Philippine term for “washroom,””toilet,” or lavoratory.” When Filipinos
say, “There’s traffic,” they mean “There’s heavy traffic. Moreover, the word “salvage” in the Philippine
context can mean either “to save” or “to brutally murder, usually for political reasons.”

Watch these two videos by Mikey Bustos on Youtube. You may type in the titles
below or access the sites via the links provided. Filipino Accent Tutorial’ by Mikey Bustos at
https://www.youtube.com/watch?v=3BBtS1ir4tA and Mikey Bustos Pinoy Lessons “Pinoy English” at
https://www.youtube.com/watch?v=UqlFT8zT8V8

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 LESSON 2
PUBLIC SPEAKING AND REPORTS IN THE INFORMATION AGE

INTRODUCTION

In this lesson, you will be dealing with communicating and reporting in the age of information. While
the previous chapter was more theoretical in nature here we will be tackling both theory and practice,
with the help of model essays and tasks assigned for you. You will be able to read a short history of public
speaking. It is important to be able to locate oneself in the different traditions of public speaking around
the world and to be able to learn from those who have come before us.

Public speaking is an important life skill, yet few people master it. In fact, many people are afraid of
speaking in public. However, the significance of public speaking has only gotten stronger in contemporary
times. Public speaking platforms, such as TED Talks and YouTube, have captured and disseminated public
speech to an unprecedented scale, and what one says at the spur of the moment can live forever on the
Internet. Great speeches have created hope in perilous situations and have made people change their
minds about the world and their places in it.

This lesson also includes a short history on public speaking we believe that this is not complete without
actually reading or watching great speeches. Aside from the written speeches included, links are also
provided to access these speeches online, should they be needed. To be able to understand how to
become a good speaker, one needs to learn how to appreciate a good speech and aspire to have the kind
of skills that good speakers have.

OBJETIVES
• At the end of this lesson, you should be able to:
• Appreciate the importance and history of public speaking;
• Speak in public in an organized and competent manner; and
• Analyze speeches and identify perceived strengths and weaknesses.

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KEY POINTS

• The formal study of public speaking began approximately 2,500 years ago in Greece and Rome
to train citizens to participate in society.
• Aristotle (384-322 BCE), the most famous Greek Scholar, defined rhetoric as the “faculty of
discovering the possible means of persuasion in reference to any subject whatever.” He divided
the “means of persuasion” into three parts–logical reason (logos), human character ( ethos ), and
emotional.
• Cicero (106-43 BCE), one of the most significant rhetoricians of all time, developed the five
canons of rhetoric, a five-step process for developing a persuasive speech that we still use to
teach public speaking today.

• Quintilian (c. 35-95 CE) argued that public speaking was inherently moral. He stated that the
ideal orator is “a good man speaking well”.
• American Revolution–The rhetorical studies of ancient Greece and Rome were resurrected as
speakers and teachers looked to Cicero and others to inspire defense of the new republic. John
Quincy Adams of Harvard advocated for the democratic advancement of the art of rhetoric.
• Throughout the 20th century, rhetoric developed as a concentrated field of study with the
establishment of public speaking courses in high schools and universities. The courses in speaking
apply fundamental Greek theories (such as the modes of persuasion: ethos, pathos, and logos).

Key Terms
• Sophist: One of a class of teachers of rhetoric, philosophy, and politics in ancient Greece,
especially one who used fallacious but plausible reasoning.
• Orator: A skilled and eloquent public speaker.
• Rhetoric: The art of using language, especially public speaking, as a means to persuade.

What is Public Speaking?

According to the article written by Barnard, “public speaking is the act of performing a speech to a live
audience in a structured manner, in order to inform, entertain and persuade them. There are many
aspects to public speaking, from picking a topic and writing a speech, to answering questions from the
audience. Public speaking is usually a formal, face-to-face speech to either a single person or group of
listeners.”

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A Short History of Public Speaking
There are many public speaking traditions around the world. But we will just tackle few of these
traditions. The traditions of the Greeks and Romans, and the public speaking traditions that are found in
the Philippines.

According to Morreale, 2010 in Uychoco, 2017 the most well-known public speaking traditions come
from the West, specifically from the Greco-Roman tradition. The Greeks studied the art of rhetoric on the
island of Sicily, and it began with a practical need. The Greek teacher of rhetoric at that time is Corax and
his student, Tisias proceed to help citizens when it came to speaking persuasively in courts of law, and
this led to expansion of the teaching of rhetoric to mainland Greece. According to Corax, a basic speech
has three parts, the introduction, evidence, and conclusion, and this simple organization of speeches has
endured throughtout the ages.

Protagoras is also one of the famous Greek teachers or also known as the father of debate, who made
his students argue for and against issues of the day, to sharpen their reasoning skills and
appreciate different sides of an issue. And there is also a famous Greek philosopher, Aristotle and also
known as the father of modern communication. Aristotle is the one who discuss about the use of logos
(logical argument), pathos (emotional argument), and ethos (the speakers character and credibility), in
the use of persuasive speaking.

According to Kleiser (2009), the most famous orator in Ancient Greece was Demosthenes.
Demosthenes practiced that time by “declaiming on the seashore with pebbles in his mouth, walking up
and downhill while reciting,” and that his speeches were known for their deliberation and forethought.

On the other hand, the most famous Roman orator was Cicero. Cicero was a statesman who argued
that the teaching of rhetoric should be considered an art form, and that could be useful in all practical
and public affairs. Cicero believed that in order to prepare a speech, one should first think of one’s
listeners and their interest, and to use certain strategies, such as using humor, questions and etc. to
engage the audience. (Morreale, 2010).

During the Pre-colonial times, the Philippines was one of the few places that allowed women to speak
in public for the purpose of presiding or reciting over religious rituals. These women were known as the
babaylan, priestesses of the community, and along with the warriors of the community or the
mandirigma they were the leaders of pre-colonial Philippines.(Mallari, 2013).

The Philippines at that time has its own tradition of public speaking. It is called the different words in
different regions in the Philippines. According to Montemayor (n.d), among the Tagalogs, the karagatan
is said to be a game wherein young men and women duel with each other using words when it comes to
talking about love, while the Huwego de Prenda is a game used to entertain guests and the bereaved
family during the wakes. We also have a Balagtasan which like an ordinary debate, except that it has to

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 reason and argue in verse.

When the Americans brought public education in the Philippines, they also brought their public
speaking traditions along with them. The Americans wanted to distinguish themselves from the Spanish
colonizers by emphasizing public education, they did these using the medium of the English language.

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Sample Speeches of Public Speaking

The Filipino Is Worth Dying For

Benigno “Ninoy” Aquino, Jr.

I have spent almost eight long and lonely years in military confinement. The problem of Martial Rule
and its injustices have nagged me all these years.

During those eight years, I learned the true meaning of humiliation of courage, of hunger and
endless anxiety. Rather than be bitter I have learned to accept my suffering as a cleansing process and a
rare opportunity to really grapple with the problems of the Filipino.

I have asked myself many times: Is the Filipino worth suffering, or even dying, for? Is he not a
coward who would readily yield to any colonizer, be he foreign or home-grown? Is a Filipino more
comfortable under an authoritarian leader because he does not want to be burdened with the freedom
of choice? Is he unprepared or, worse, ill-suited for presidential or parliamentary democracy?

I have carefully weighed the virtues and the faults of the Filipino and I have come to the conclusion
that he is worth dying for because he is the nation’s greatest untapped resource.

He is not a coward. He values life and he tends to give his leader the maximum benefit of the doubt.
Given a good leader, because he is a good follower, the Filipino can attain great heights.

It would seem that he is more comfortable in being told to do than to think for himself. But this is
only a superficial impression because deep down in his being, he loves freedom but puts the highest
premium on human life and human dignity. Hence, he would try to adapt till his patience runs out.

Is the Filipino prepared for democracy? Definitely. Even before the arrival of the Spanish
Conquistador, he had already practiced participatory democracy in his barangay. He values his freedom,
but because he values human life more, he will not easily take up arms and would rather wait till his
patience runs out.

Yes, I have gained valuable insights in prison and like an average Filipino, I would like to tell Mr.
Marcos this:

I can forgive you for what you have done to me over the last eight years because this I can do, but I
can never forgive you for depriving our people of their freedom because it not mine to forgive.

I have waited patiently for you to restore the democracy you took away from us on that night of
September 21, 1972. Like the average Filipino, please do not mistake my patience for docility, my
conciliatory demeanor for cowardice and lack of will.

I have chosen to suffer long years of solitary confinement rather than urge my followers to put our
country to the torch because, like the average Filipino, I put the highest value on human life. And I dread
the weeping of mothers whose sons will surely be sacrificed at the altar of revolution. But please do not

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 misinterpret this conduct for timidity and subservience.

I have faced death a couple of times in prison. In 1975, I went on a hunger strike for forty days and
forty nights and I was near death when your jailers rushed me to the Veterans Hospital.

I faced death in your detention camp when your army doctors diagnosed my heart ailment as mere
muscle spasm, only to be told by doctors in the United States that I could have died from the heart
attacks while I was languishing in your jail.

Mr. Marcos: Please believe me when I tell you that, like the average Filipino, I will again willingly face
death in a freedom struggle if you will not heed the voice of conscience and moderation.

You were a soldier once, and you have repeatedly said, many times, it is an honor to die for one’s
country and for one’s freedom.

I hope you will now believe in what you preach and I pray that you shall at last desist from further
trying the patience and resolve of your countrymen.

Mr. Marcos: Give us back our freedom or suffer the consequences of your arrogance.

This speech was delivered on August 4, 1980, in New York and was addressed toward then President
Ferdinand Marcos during martial law (Malaya and Uychoco, 1999).

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