Module 4

COMMUNICATION FOR MASS AUDIENCE

Learning Outcome:

- Create a reaction paper on a video

documentary “Most Dangerous Ways to School”

Learning objective:
- Create clear, coherent and effective
communication materials and present ideas
persuasively using appropriate language
registers, tone, facial expressions and gestures.
- Convey ideas through oral, audio-visual, and/or
web-based presentations for different target
audiences in local and global settings using
appropriate registers.

Overview of the Topic

This module will guide you to convey ideas through audio-

visual, and/or web-based presentations for different target
audiences in local and global setting using appropriate registers.
You’d be able to write speech with clear delineation of the
different parts, furthermore, deliver them in public confidently. In
addition you will be guided to create a well thought out essay on
various social issues that confront people.

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 ORAL COMMUNICATION

Communication is very important to convey ideas, thought, and feelings. It is a two-way

and turn-taking process wherein there is a speaker and a listener. In public speaking, there is
an appropriate and specific communication style depending on the topic and goal of the
speaker.

A. TYPES OF SPEECH ACCORDING TO PURPOSE

In oral communication, there are three ways of presenting a speech depending on

the purpose. It could be informative, persuasive, or argumentative.

1. Informative Speech. It tells something about people, events, processes, places or

things. From the word itself, it gives information that clarifies or gives ideas on a certain
topic either through descriptions, characteristics or processes. 1he main goal of
informative communication is to teach audience and encourage them to be engaged
and participative. As a speaker, one has to consider how much information he/ she
already knows about a topic. He/she must not underestimate the level and the
audience's knowledge about the topic so as not to make them bored. It is better to
discuss a topic at a level slightly below the audience's knowledge level than above. lo
give information to the audience, the speaker must present both quality and organized
information based on facts.

There are different ways to give information in an informative speech, e.g.

definition, description, demonstration, explanation, question or repetition. In addition, to
organize one's thoughts in delivering a speech, he/she has to consider the organizational
patterns topical, chronological, and spatial.

Three types of informative speeches that help build the thesis statement and
clarify the ideas the speaker wants to impart are speeches of description, explanation,
and demonstration.

 Speech of description gives a clear view of the topic to the minds of

the listeners by answering who, "what", and "where". To describe people
or objects, the main points are usually placed in chronological, topical,
or narrative pattern.

 Speech of explanation is intended to give a clear interpretation in the

minds of listeners. It answers the question why and often focuses on
issues, concepts, ideas, or beliefs and follows a topical, causal,
narrative, or comparison-contrast pattern.

 Speech of demonstration clarifies a process or procedure. It answers

the question "how or the way something works, functions, is
accomplished or is done. Since it is about processes or procedures,
chronological pattern 1s used to reveal the steps for the listeners to
follow the given order.

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 In an informative speech, the audience expects that there is something new and
useful information are provided. To make informative communication effective, the
following must be observed:

 Know the audience.

Who are the audience? What information do they want to know Is the topic
beyond their knowledge? What style would motivate them to listen?

 Identify the language.

What are the norms for speaking style of the audience? Are
they aware of the latest issues?

 Emphasize the importance of the topic.

Is there an important need to discuss the topic?
Is it beneficial to the audience?
What style should be used to retain the importance of the topic to the mind of
the audience?

 Parts of Informative Communication

1. Introduction
A. Attention getter
B. Introduction of topic
C. Credibility and relevance
D. Preview statement
2. Body
A. Expounding
B. Support details
C. Transition
3. Conclusion
A. Transition to conclusion
B. Review of main points
C. Closing statement

2. Persuasive Speech. It is a form of communication that attempts to persuade or

influence people's beliefs, attitudes, intentions, motivations, or behaviors in relation to an
event, idea, object, or other persons. Persuasive and effective business communications
are the foundation of any successful organization, regardless of size, industry or
geography. A persuasive speech could be an emotional appeal, where the speaker
attempts to elicit sensitivity from the group, or it could be a logical appeal, where the
speaker wants the audience to rely on their own reasoning to make a decision.
Persuasive communication achieves five things: stimulation, convincing, call to action,
increasing consideration, and tolerance for alternative perspectives. The main goal of
persuasive communication is to convince the audience to believe the speaker's position
about the issue. If the speaker wants to persuade an audience, he/she must first
demonstrate his/her credibility and authority.

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  PARTS OF A PERSUASIVE SPEECH

1. Attention statement
a. Show a picture related to the topic.
b. Post a question and let the audience think about it.
c. Give a scenario where the audience have different perspectives.
2. Introduction
a. Give the thesis statement of the topic and the speaker's stand on it.
"My speech today is about extra judicial killing, and I am
against it. b. Emphasize the speaker's credibility and the topic.
"As I read the reports of the VACC, the NBI and interviewed the relatives of
the victims of Extra Judicial Killings (EJK), I found different issues and these must be
addressed."
c. State the main points.
"Today I will address the effects of EJK towards Human Rights Violation and
its effect to our country's economy, and examine how our police handle the drug
cases in the country."

3. Body
a. Provide a simple and clear explanation about EJK.
B. TYPES OF SPEECH ACCORDING TO MANNER OF DELIVERY

Speeches are classified on the basis of the situations in which they are given, the
style or mode of delivery, and the preparation required. Each of them has distinctive
characteristics and is appropriate for different speaking situations. The four types of
speeches according to manner of delivery are impromptu, extemporaneous,
manuscript, and memorized.

IMPROMPTU SPEECH

b. Show how human rights are violated.

c. Provide arguments by generalization, analogy, cause-effect, and
principle.
d. Show the audience how they will benefit from the solution offered.
4. Conclusion
a. Reiterate the main points and provide a synthesis; do not introduce new
idea.
b. Provide the impetus and means to act.

3. Argumentative Speech. It shows that there is a disagreement or a conflict in the

content of the speech. The speaker stands for the position r assertion that he/she wants
the audience to accept. His position must be supported by a strong evidence through
narration, definition, facts, statistics, and reasoning that would convince the audience at
the end of the speech.

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B. TYPES OF SPEECH ACCORDING TO MANNER OF DELIVERY

Speeches are classified on the basis of the situations in which they are given, the
style or mode of delivery, and the preparation required. Each of them has distinctive
characteristics and is appropriate for different speaking situations. The four types of
speeches according to manner of delivery are impromptu, extemporaneous,
manuscript, and memorized.

1. IMPROMPTU SPEECH
A speaker usually experiences giving an impromptu speech when he/she is requested
to talk on the spot. Sometimes, it happens during a meeting when the boss asks him/her
to give a reaction to a certain issue of the company or the value of seminar that he/she
has attended. Even in special events like birthdays, debuts, and weddings, one might be
asked to give a short message. There are other impromptu speech situations that one
needs to be ready to deliver a speech such as filling in for a late speaker, giving a toast
at a company party, answering ambush interviews, giving a farewell speech to a
resigning colleague and other unexpected situations. A spontaneous and with no
practice impromptu speech usually comes only from the speaker’s existing knowledge,
experience, feelings, and opinions.

Some considerations in preparing an impromptu speech

1. Think for a second about what to say.

2. Keep the points brief and direct to the point. No need to embellish, exaggerate
or stretch the truth.
3. Take a few seconds between thoughts to compose oneself.
4. Share from personal experiences.
5. Make a memorable conclusion that would capture the audience's attention.

Start an impromptu speech by giving a striking opening sentence. Explain why

the subject is important, then follow it with a general statement. Back up the general
statement with two or three examples or illustrations and conclude it with striking
sentences that quickly summarize the ideas.

2. EXTEMPORANEOUS SPEECH

This is the type of delivery that most speakers use frequently because of its
usefulness in most speaking situations. In this kind of speech, a speaker is given an
opportunity to prepare that makes him confident during the speech presentation. He/
she delivers the speech either by referring occasionally to brief notes or by recalling from
memory the points, ideas, and specifics, but there is no need to write the speech or
memorize it. In preparing this types of speech, the speaker has to establish a purpose,
gather data, organize and practice it.

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 3. MANUSCRIPT SPEECH

In situations that call for a speaker to present a speech verbatim such as

presenting policies, contracts, and/or scientific reports, a manuscript speech is used. In
this delivery mode, the speaker has the advantage to provide assurance that he/she will
be able to deliver the exact words and message he/she wants to present with absolute
precision. However, its use becomes a disadvantage if the speaker reads the manuscript
during a presentation as it reduces the ability to make eye contact with the audience
and adapt to their feedback. In addition, it is hard to include the speaker's feelings and
thereby loses his/her emphasis to the main point of the speech. The audience tends to
favor an extemporaneous style because written language is more complex and less
personal.

4. MEMORIZED SPEECH

This type of speech is useful and appropriate in receiving an award, welcoming

very important dignitaries, giving a wedding toast, and other situations that require the
delivery of short speeches. In reality, few opt to use a memorized speech because it
lacks feelings, sincerity, and spontaneity not to mention it takes time to memorize. If the
speaker forgets a line or word, he/she may find it difficult to recover and continue the
speech.

 Strategies for effective speech delivery:

 Speak loud enough.
 Vary the voice’s rate, pitch, and volume.
 Avoid vocalized pauses.
 Articulate the words clearly and pronounce them correctly.
 Dress for the occasion.
 Face the audience and make eye contact with everyone.
 Display appropriate facial expressions.
 Maintain good posture.
 Move with purpose and spontaneity
 Avoid physical barriers.

WRITTEN COMMUNICATION
Communication can be in both oral and written forms. It is a fundamental skill that
individuals should know and improve upon. In business sectors or in a workplace, people
use this in transacting business, communicating inside or outside the organization, or
submitting pertinent documents; thus, it is called business communication. In the
academe, a written communication is usually in the form of an essay as a reaction to the
prompt given by the professor where the writer could express his/her feelings, emotions
and opinions. Written communication is not fictional in nature though it is an example of
self-expression. It must be supported by facts and must be based on real situations. In this
lesson, three types of written communication are discussed-informative, persuasive, and
argumentative.

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  INFORMATIVE WRITTEN COMMUNICATION

It is sometimes called an exposition essay with a written purpose to educate readers

by imparting straightforward information and facts on a certain topic and to give exact
and correct details. The presentation must be interesting and it is not about giving opinion
or convincing someone to do something or change his beliefs Informative
communication can compare viewpoints on a controversial issue as long as it does not
include the author's opinions. An informative text is not intended to persuade the reader,
but to educate and ask for information. Providing a thesis statement depends on the
type of text.

Another example of an informative written communication is a police report. It gives

precise information on a case so it will not interfere with the ongoing investigation ne
case. It must be written in clear, simple English; dates, time, and other details must be
recorded as precisely as possible. The register or level of language must be formal; no
abbreviation and colloquial words must be included. The report is impersonal and is cd
on events and the evidence, not on the thoughts or feelings of the writer. It uses of the
person and third person points of view.

 PERSUASIVE WRITTEN COMMUNICATION

Persuasive messages require a professional communicator to self-analyze, research,

support, and demonstrate information to compose a compelling message. It should
demonstrate the ability to reason and establish foundation knowledge for persuading an
audience. The structure of a persuasive message includes a claim, evidence, and an
appeal to a schema of logos, ethos, or pathos discussed by Walker in 2015. Logos or
logical appeal is the category of information that includes facts and statistics. Ethos is the
ethical appeal that refers to information that provides credibility to the writer or his/her
position. Lastly, the Pathos is the emotional appeal that allows an audience to empathize
through emotion. The best example of this is a political speech where a speaker tries to
convince or persuade the audience to believe him/her. An effective speaker of a
political speech must (1) be frank and honest about the realities of the issue, (2) address
the audience, (3) appear strong and knowledgeable, (4) establish that the he/she is the
best person to deliver the speech, and (5) make a call for action.

 ARGUMENTATIVE WRITTEN COMMUNICATION

It is a written communication that requires the writer to investigate a topic, collect,

generate and evaluate evidence, and establish a position on the topic in a concise
manner. It often requires extensive research so the writer would learn about the topic
more and understand different points of view related to it; he/she then may choose a
position (thesis statement) and support it with the gathered evidences which would make
him/her confident on what to include in an argumentative essay.

Things to consider in writing an argumentative essay

1. An argumentative essay must have an introduction, a body, and a conclusion.

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2. A clear, concise, and defined thesis statement should be present in the introduction.

3. Clear and logical transitions must be observed between the parts of the essay.

4. The body paragraph must include evidential support which could be factual, logical,
statistical, or anecdotal.

5. In the conclusion, the evidences presented in the body of the essay must be
synthesized; the importance of the topic and the stand must be restated, and there must
be a sense of finality.

Directions: Write an argumentative essay regarding the handling of the COVID-19

Pandemic in the Philippines. Essay should be no more than 300 words so wisely utilize your
sentences in proving your point.

Compiled by:
JEMIMA Formilleza-MIÑON
Subject Teacher

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