PURPOSIVE COMMUNCATION

Lecture Session 1 (midterm) October 27, 2021

Multimodal Texts CULTURAL SENSITIVITY IN MULTIMODAL

TEXT
 Multimodal Texts are texts where meaning is
communicated through combinations of two or
more modes or semiotic systems. Modes
include written language, spoken language,
and patterns of meaning that are visual,
audio, gestural, tactile and spatial.
Examples:
PICTURE BOOKS
MANGA
WEBSITE  Sony Corporation promoted a Black-against-
LIVE PERFORMANCE white ad in their multi-vignette PlayStation
Portable campaign in 2006.
SEMIOTIC SYSTEMS  The ad featured a strong-looking white
- A way of thinking of communication and woman, dressed in all white, clawing and
language is a system of signs and dominating a subordinate black woman.
symbols that are used to convey meaning  The ad was constructed to promote their new
which are called semiotic systems. ceramic white PSP. It depicted racism for the
black.
FIVE SEMIOTIC SYSTEMS
The film "Hollywood
 Written or Linguistic meaning Buddha" showed a
o for spoken and written language through complete lack of
the use of vocabulary, generic structure cultural sensitivity by
and grammar causing outrage and
 Audio meaning protest on the streets
o for music, sound effects, noises, ambient of Sri Lanka, Malaysia
noise, and silence, through use of volume, and Burma when the
pitch and rhythm designer of the film's
 Visual meaning poster decided to show
o for still and moving images through the the lead actor sitting on
use of color, saliency, page layouts, the Buddha's head, an
vectors, viewpoint, screen formats, visual act of clear
symbols; shot framing, subject distance degradation against
and angle; camera movement, subject something holy.
movement
 Gestural meaning
o for movement of body, hands and eyes; Pepsodent tried to sell
facial expression, demeanors, and body its toothpaste in South
language, and use of rhythm, speed, East Asia by
stillness and angles emphasizing that it
 Spatial meaning "whitens your teeth."
o for environmental and architectural spaces
They found out that the
and use of proximity, direction, layout,
local natives chew betel
position of and organization of objects in
space. nuts to blacken their
teeth which they find
attractive.
 PURPOSIVE COMMUNCATION
Lecture Session 2 (midterm) November 3, 2021

TECHNOLOGY-BASED COMMUNICATION
TOOLS VIDEO CONFERENCING
o When you want to convey your message
Communication and Technology with physical gestures and facial
- Tech is part of our everyday life and can expressions, this form of technology can be
also contribute in being in touch with an effective communication tool.
someone o This gives you the face-to- face meeting
- 1831 – Breakthrough on tech you need without having to be in the
communication same location.

EMAIL MULTIMEDIA PRESENTATION

o Email has become a standard form of o Multimedia uses a combination of different
business communication, particularly for content forms such as text, audio, images,
short messages that require action. animations, video and interactive content.
o This allows you to take care of a lot of o A multimedia presentation differs from a normal
customers, as well as partners and other presentation in that it contains some form of
stakeholders without lengthy conversations. animation or media. (GIF)
- Short for Electronic mail
TIPS FOR CREATING EFFECTIVE
TEXTING PRESENTATIONS
o Texting has become the most personal 1. Design a template that is free from
form of business communication. distracting items.
o The personal text number is reserved for a 2. Ensure your template promotes readability.
few close associates. 3. Select a sans serif font.
o Your communications by text tend to be o Sans serif fonts (translated as
more urgent than email. “without serifs”), such as Calibri,
Arial and Trebuchet, produce a
INSTANT MESSAGING cleaner, less cluttered, easier to
o Instant messaging tends to be for longer read look.
discussions than texting. 4. Always use fonts that are 24 point or
o You can engage someone in another city, larger.
state or country in a conversation. 5. Incorporate high quality photos, images or
diagrams that reinforce your verbal
SOCIAL NETWORK message.
o Social network sites such as Facebook can o Avoid clip art, since it can make
be essential to getting your message out. your presentation look dated and
o You will have to adjust your communication unprofessional.
style to a more informal approach. 6. Use bullet points sparingly (small
o Friends can be gathered on these sites. amount).
If using bullet points, be sure they are less
TWEETING than six words long.
o The website Twitter allows you to broadcast 7. Eliminate the use of headings or titles
very short messages called “tweets” to unless they communicate the main
people who have elected to follow your message.
posts. o Headings should not be used to
o This is not the place for a long treatise. introduce or identify the topic of the
Instead, briefly refer to a new product, slide.
message or development a company is 8. Use animation, slide transitions, audio, and
excited about. video sparingly. (Use when needed)
9. Highlight the most important information in
BLOG tables and graphs.
o The word “blog” is short for “web log.” 10. Create a handout to accompany your
o These sites are often written by amateurs, presentation.
but getting a blogger to review a product or 11. Be passionate about your topic.
service can be a good way to spread the
word about small business.
 PURPOSIVE COMMUNCATION
Lecture Session 3 (midterm) November 10, 2021

Types of Communication
Example of formal message:
1. WRITTEN COMMUNICATION
Dear Prof. Mondragon:
 ELECTRONIC CORRESPONDENCE
• Electronic mail, or e-mail, is appropriate Good day!
for short, rapid communications. It is not
effective for conveying large amounts of I was unable to attend our class today due to an
information or complex information. emergency at home. I hope you could give me a
REMEMBER THESE: chance to take a special exam. I apologize for the
• Indicate the subject of the message. inconvenience that this might bring you.
• Greet the addressee appropriately.
• Organize your thoughts and communicate Thank you for your understanding.
them clearly and concisely.
• Pic Respectfully,
• Keep e-mail messages brief and Arya Stark
straightforward.
• Use proper English, grammar, and spelling; + If you need time to compose a reply, send a
proofread before sending. brief message acknowledging receipt and
• Sign your name to the message. communicating when you intend to respond in
• Read messages you receive carefully before full
responding.
 MEMORANDUM
If you need time to compose a reply, send a • A memorandum, or memo, is used to
brief message acknowledging receipt and communicate specific information, usually
communicating when you intend to respond in within a department, or organization. It is
full more formal than an e-mail, and can be
used to transmit more information– up to
Example of informal message: a page or two.

Hello, Dany!  LETTERS

• Letters are the means of formal,
It’s been a while. I miss you so much. With all the professional communication with others
friends that I have, you know that you are the only outside an organization. Sometimes,
one whom I can go to whenever I feel so down. I letters are used within an organization to
just miss you!!! I hope you are doing well there in formally present a secondary document,
London! Please tell me if your flight for the next such as a committee report.
month will pursue!! Can’t wait to watch movies
with you again!

Xoxo Love ya, Sansa

 PURPOSIVE COMMUNCATION
Lecture Session 3 (midterm) November 10, 2021

2. ORAL COMMUNICATION • Balanced: does not talk too much, which may
make the interviewee passive, and does not
 TELEPHONE CONVERSATION talk too little, which may result in the
• Prepare a list of questions to ask the interviewee feeling he or she is not talking
person you are contacting prior to making along the right lines.
the phone call. • Ethically sensitive: is sensitive to the ethical
• Always clearly identify yourself and your dimension of interviewing, ensuring the
affiliation. interviewee appreciates what the research is
• State your purpose for calling. about, its purposes, and that his or her
• Ask your questions clearly without answers will be treated confidentially.
interrupting the person you are talking to,
and take notes on the conversation.  PRESENTATIONS
• Thank the person for his or her • Presentations can either be informal (for
assistance. example, a class presentation or a short
• Be prepared to leave a message in case presentation at a meeting) or more formal,
the person is not available. When leaving such as a presentation at a workshop or
a message on an answering machine, conference, and speeches. Similar
clearly state your name and, speaking guidelines apply to both types of
slowly, include your phone number and presentations.
the purpose of your call. Also indicate if
you will be calling the individual back or if • Know your audience
you’d like him/her to return your call. • Dress appropriately
• Carefully structure your presentation
 INTERVIEW • Practice your presentation
A Successful Interviewer is: • Know your presentation’s time limit
• Stimulate the interest of the audience
• Knowledgeable: is thoroughly familiar with • Use visual media when appropriate
the focus of the interview; pilot interviews of • Always speak enthusiastically
the kind used in survey interviewing can be • Call for questions after your presentation
useful here.
• Structuring: gives purpose for interview;
rounds it off; asks whether interviewee has
questions.
• Clear: asks simple, easy, short questions; no
jargon.
• Gentle: lets people finish; gives them time to
think; tolerates pauses.
• Sensitive: listens attentively to what is said
and how it is said; is empathetic in dealing
with the interviewee.
• Open: responds to what is important to
interviewee and is flexible.
• Steering: knows what he/she wants to find
out.
• Critical: is prepared to challenge what is said,
for example, dealing with inconsistencies in
interviewees’ replies.
• Remembering: relates what is said to what
has previously been said.
• Interpreting: clarifies and extends meanings
of interviewees’ statements, but without
imposing meaning on them.
 PURPOSIVE COMMUNCATION
Lecture Session 4 (midterm) November 17, 2021

WHAT IS A PSA?
What makes a PSA effective?
• A PSA (Public Service Announcement) is a a. It gets the audience to pay attention.
short informational clip that is meant to raise b. The message is clear and easy to understand.
the audience’s awareness about an important c. The message is supported by facts about the
issue. issue.
• PSA can be instructional, inspirational, or d. The audience is able to sympathize with those
even shocking to elicit emotion and action. affected by the issue.
• Often in the form of commercials and print ads

EXAMPLES OF PSA How to create a PSA?

a. Choose your topic
b. Research
c. Consider your audience
d. Grab your audience’s attention
e. Create a script
f. Storyboard your script
g. Film your footage and edit your PSA
h. Find your audience and get their reaction

Common Types of PSA

• Announcement - usual components are a

series of videos and images with a narrator or
narrators delivering information to the audience
either on-screen or through a voiceover.
Sometimes text alone can be just as powerful and
effective.

• Documentary/Interviews - This method is

effective because the interviews provide either
expert testimony or stories from people who
have personal experience with your topic to
support the argument that you are making.
Sometimes the interviews can be accompanied
by a voiceover, or other times your interview(s)
alone can be very effective.

• Narrative - This style uses either a scene,

montage (a collection of several short clips), or a
re-enactment/footage of true events to illustrate
the point that you are trying to make. This style
can allow your PSA not only to be more creative,
but also subtle, yet powerful.