PURPOSIVE COMMUNICATION

COMMUNICATION AND GLOBALIZATION

Motivational speaker Brian Tracy said that "communication is a skill that you can
learn. It's like riding a bicycle or typing. If you're willing to work at it, you can
rapidly improve the quality of every part of your life."

You and I would agree that Tracy is right. The fact that you are 1 reading this
module now is because you are required to take a course in communication.
The fact that you are required to take this college course makes communication
a vital skill that everyone should have. Just look at 1 most job advertisements
nowadays. Almost all includes the phrase, "must possess excellent
communication skills".

Communication is very important and without it, we cannot survive. If you desire
to become a better communicator, then this course is for you.

If you don't have that desire yet, that could be developed as you take this
course. And just like learning to ride a bicycle, as Tracy said, if you're willing to
work at improving your communication skills, you can upgrade the quality of
your life. So let's get it on and I hope you enjoy the ride as you learn about
communication in this module.

COMMUNICATION PROCESSES, PRINCIPLES AND ETHICS

Communication is a process by which information is exchanged between

individuals through a common system of symbols, signs, or 1 behavior. This
exchange of information may be done for various purposes
and in various communication situations.

Sonia Sygaco (2018) in Principles and Competencies in Purposive

Communication says that communication is the process of people reacting to
the various attitudes and behaviors of other individuals. It can be looked upon
as a personal process taking into the feelings, attitudes, and ideas so that goals
are met. It compels people to be aware that 1 communication events are not
isolated but can be transmitted as simple to very complicated situations.

Communication is innate or natural among us humans. It is also dynamic, keeps

moving forward, and changes constantly. Sygaco (2018) explains that
communication allows us to receive, transmit, and retain messages and
information and plays with the context of what is being conveyed so that
interpretations can be made.

According to Kory Floyd (2009) in Interpersonal Communication, there are five

types of needs that are served by communication. These are:

Physical needs - Communication helps us maintain physical and mental well-

being.

2. Relational needs - Communication helps us form social and personal

relationships.

3. Identity needs - Communication helps us figure out who we are and who we
want to be.

4.Spiritual needs - Communication lets us share our beliefs and values with
others.
5.Instrumental needs - Communication helps us accomplish many day to-day
tasks.

Given that, it can be surmised that communication is a very 1 important part of

our everyday living and without it, we cannot have a quality life.

Recall a recent conversation you had, and identify how your communication
behavior contributed to your physical, relational, identity, spiritual, and
instrumental needs, if at all. Which need or needs outweighed the others? Why?
THINK!

Floyd (2009) discussed three models of human communication that represent

the evolution of how communication researchers have defined and described
communication.

1. Communication as action. Communication is seen as a one-way process

where a source initiates communication by encoding a message and
conveying or transmitting it through a communication channel for a receiver to
decode.

For example, you are the source and you want to inform a friend that 1 you will
be late for your meeting. To convey the idea that you'll be arriving late, you
have to encode it (put your idea into the form of language or a gesture that
your friend could understand). You then create a message (consists of verbal
and/or nonverbal elements of communication to which people give meaning).
You could send a 1 message to your friend saying, "I'm sorry I'm running late. I'll
be there in 15 minutes."

You can then send your message through a communication channel, which is a
pathway through which messages are conveyed. In this 1 case, you can send
your message through text messaging in your phone, or through an online
messaging service (e.g. Facebook Messenger, Viber, etc.), or call him. Your
friend acts as the 1 receiver of the message, who will decode or interpret it.

During the communication process, there is likely to be some noise, 1 which is

anything that interferes with a receiver's ability to attend to your message. Noise
can be physical (e.g. sound of electric fan in a 1 room), psychological (e.g. your
friend might be going through a struggle on that day), or physiological (e.g.
hunger or fatigue).

2. Communication as interaction. This model includes all the same elements in

the action model: source, message, channel, receiver,noise, encoding, and
decoding. However, it differs from it because it views communication as a two-
way process and adds to more elements: feedback and context.

Feedback refers to verbal and nonverbal responses to a message. It may be

immediate or delayed. Meanwhile, context is the physical or psychological
environment in which communication occurs. The physical context is where you
are physically interacting with each other. In contrast, the psychological context
involves factors that influence people's state of mind, such as how formal the
situation is, how much privacy you have, and how emotionally charged the
situation is.

For example, you are talking to a friend about an incident at work that really
irritated you. She might nod and say "uh-huh" to show you she's listening or she
may also ask you questions about the incident and tell you what she thinks
about the situation. She reacts to your story and this is feedback.
Whenever we engage in a conversation with someone, it's important to take
context in account to determine what is appropriate in certain contexts (that
may be inappropriate in others) and learn to adapt our behavior accordingly.

Although the interaction model is more realistic than the action model, it still has
limitations in the sense that it doesn't really represent how complex
communication can be. This is addressed in the transaction model.

3. Communication as transaction. This model doesn't distinguish between the

roles of source and receiver, nor does it represent communication as a series of
messages going back and forth. Rather, it maintains that both people in a
conversation are simultaneously sources and receivers and that the
conversation flows in both directions at the same time.

For example, you're explaining to a five-year-old girl how to ride a bicycle. You
notice a confused look on her face, and perhaps a worried one as well.
According to the interaction model, those facial expressions constitute
feedback to your message. In contrast, the transaction model recognizes that
you will interpret those expressions as a message in and 1 of itself, making the girl
a source and you a receiver. Note that this process occurs while you're giving
the girl your instructions. In other words, you are both sending messages to and
receiving messages from the other at the same time.

In this way, the transaction model suggests that our communication is affected
not only by the physical or psychological environment but also by our culture,
experience, gender, and social class, and even the history of our relationship
with the person we're talking to. Most conversations are good examples of the
transaction model because both parties are sending and receiving messages
simultaneously.
LEARNING ACTIVITY
Differentiate the action, interaction, and transaction models of communication.
Purposive Communication

Magan, et.al. (2018) in Purposive Communication in the 21st Century defines

purposive communication as an intentional communication that happens within
the bounds of specific contexts. We have learned in the action model and
transactional model of communication that all communication happens in
specific contexts. Magan, et. al. discusses that context includes settings or
environment (family, school, workplace, religious communities); social relations
(friends, husband and wife, parent and child, colleagues/boss subordinate in
the office); scenes which include place, time and occasion (business meeting,
job interview, social gathering—parties, weddings, etc.); and culture (history,
tradition, beliefs, norms, values).

It is important to consider context when communicating with others since this

affects the process of sending and receiving messages, semantics or meanings,
choice of channels, words and methods of delivery.

Communication, to be effective, should be suitable to the specific context. Thus,

it should be purposive.

Hence, it could be surmised that purposive communication is communication

applied in a specific setting, environment, scene, social relations, and culture.
And since communication is a process, it is continuous (e.g. an exchange of
emails between officemates). However, there are times that we terminate our
communication with people when we 1 already lose the purpose or goal in
 communicating with them. For example, you broke up with your
boyfriend/girlfriend and because he/she felt 1 rejected, he/she does not
consciously make an effort to converse or interact with you. Nevertheless, even
if that is the case, this is still an act of communication as this sends messages
such as "l don't want to associate with you anymore..." or simply "There is no
more reason for us to talk." Hence, communication may not have a definite
end.

Before we go on further, let us review the basic principles of communication

according to Magan, et.al. (2018).
Sender

The sender is the source and encoder of the idea. It is expected that a sender
has the skills required in transmitting messages. These skills could include the
ability to use the language that the receiver understands, correct grammar,
1phonetics (for spoken messages), choice of words or jargon, sentence
construction, and discourse competence. Also, the sender's credibility is
important because people will more likely reject a message if the sender is an
unreliable source. For example, a sales representative is trying to convince you
to buy mouthwash by telling you about its ingredients, its unique features, it
affordable price and the company's sales promo. But in the course of the
conversation, you notice that he has bad breath. Would you still want to buy
from him? I don't think so.
Receiver

A receiver or decoder of messages receives the message and interprets it. A

receiver should have good listening and comprehension skills.

Active listening requires one to focus on what is being said and be able to
eliminate all possible 1distractions or noises as much as possible for these may
hinder one from understanding the message. Moreover, a receiver should have
sharpness of cognition which is associated with having good memory, focus,
concentration, and understanding. This can be developed by continuous
learning of 1 information and knowledge. Further, a receiver's prejudice may
affect one's receptiveness towards the message. For example, if a receiver 1
dislikes the sender, he is more likely to be skeptical towards whatever message
the sender relays. Thus, we should try to be objective and set aside biases we
have to avoid wrong interpretations.
Message

In order for messages to be understood accurately and received positively, the

1following C's in communication may be considered:

a. Courtesy. Using polite words and tone shows respect to others when we are
communicating. Being tactful and diplomatic is always appreciated and usually
earns a positive feedback. Developing the "we" attitude, using positive words,
being considerate of the feelings of the other, selecting gender-sensitive terms,
and responding promptly to important messages are ways to demonstrate
courtesy.

b. Clarity. Unclear messages are ineffective messages and do not achieve

the desired effect. To be clear, we should use correct words, proper grammar,
pronunciation, sentence construction, and delivery.
c. Conciseness. Conciseness is saying what needs to be said in as few
words as possible. To be concise is to avoid using unnecessary words. 1 Every
word should count. Our goal is to express, and not to impress others with our
lengthy discourse.

d. Concreteness. To be concrete is to be specific. Using words that one can

see, feel, hear, touch, and smell and providing examples to make a message
more comprehensible demonstrate concreteness.

e. Completeness. Messages should not leave out important details

especially those that answer the questions Who, What, When, Where, Why, and
How.
Feedback

Feedback is the result of the interaction between the sender and receiver. It
may be negative, positive, or ambiguous/unclear. Getting feedback from
others is important in order to make the necessary clarifications and revisions of
our messages. For example, a salesman who sells a new baby milk formula is
convincing an overweight lady to buy his product for he assumed that she is
pregnant because of her 1 size. The lady, who is in fact single and never had a
baby got offended for his assumption and told him, "Not all fat women are
pregnant," and walked out. The salesman lost a potential customer all because
he failed to get some feedback first from her by asking a few basic questions
such as, "Would you be interested in this new product?"
Channel

Channel refers to the pathway or device wherein messages pass through from
the sender to receiver. The choice of a channel may depend on the availability,
practicality, and its impact on the receiver.
For example, if you were to ask your supervisor if you could leave work a couple
of hours early today, you can ask that question directly to him/her face-to-face.
Alternatively, you can send your question 1 by e-mail or by text or an online
messaging service. Or you could call your supervisor on the phone. These are all
channels of communication that you could use and your relationship with
him/her, the culture in your office, and nature and urgency of the message, plus
other factors should be considered in choosing which channel to use best.
Noise/Barriers

Noise barriers in communication is anything that could impede with the

communication process, specifically in the encoding and decoding process.
This may be environmental, physical, psychological, and emotional
conditions. Also, differences in language, gender, and culture may also pose
as a barrier in communication.

For communication to be effective, these noise/barriers should be controlled or

eliminated.

Types of Communication
Magan, et.al. (2018) categorizes communication into four types:

A. Verbal communication is communication that involves the use of symbols

that have universal meanings and can be classified as spoken or 1 written.
1. Intrapersonal communication is communication with oneself, expressed
through self-talk. This involves personal thoughts and emotions.
 2.Interpersonal communication involves interaction between two people within
the context of their relationship and that, as it evolves, helps them to negotiate
and define their relationship. Content of an interpersonal conversation may be
intimate or focus on more mundane, impersonal content, or something in
between. Interpersonal communication usually takes place within a relationship
and the communication evolves within relationships.

3. Small group communication occurs within small groups of three of more

people as in a family, a committee, or support group. This is also known as a
small group discussion.

4. Public communication usually involves one person (such as a public speaker)

speaking in front of an audience. The speaker delivers the message usually in a
formal setting, giving a topic that is thematic.
Feedback from the audience may be available or not.

5. Mass communication is communication from one source to a large audience,

using technology such as the internet, television, radio, newspaper, and other
mass media. Through mass media, the message is replicated many times and a
great number of people can be reached simultaneously in a small amount of
time without any contact between the sender and the receiver.

B. Non-verbal communication is communication that does not involve the use of

spoken words and includes the use of gestures, facial expressions, the use of
space, touch, clothes, and even silence. This may involve the conveying of
emotions that we may be unwilling or unable to express or even unconsciously
express. Non-verbal communication is necessary to 1 repeat or support the
verbal message and also serves as a substitute in the absence of words.

C. Formal communication involves the use of public speaking or mass

communication, and a combination of both verbal and nonverbal messages.
Language used is more precise and the speaker is careful with grammar. A dress
code, proper posture, and eye contact are carefully considered.

D. Informal communication involves interpersonal and small group

communication where people can be at ease and be more comfortable.

During the interaction, less attention is given to nonverbal cues like clothing,
posture, and eye contact.
Communication in Various and Multicultural Contexts

Sygaco (2018) discusses verbal and non-verbal communication in various and

multicultural contexts.
Verbal Messages

Spoken communication entails using one or more words where most of the
stimuli of communication is categorized as intended verbal messages. However
clear they are, verbal symbols can at times send the 1 wrong message. For
example, the word, "visa" could either mean a VISA credit card or a permit to
travel to a foreign country. This shows that words may contain different
meanings to different people, depending on the 1 context it is being used. That
is why it is important to be very clear when communicating with others.

On the other hand, people may say something and their words may have
unintentional verbal messages to others. This usually occurs when we have a "slip
of the tongue" and utter a word instead of another.
Learning a foreign language is not easy because one is faced with translation
ambiguities. Meanings are usually lost in the process of translation. This is
because there are certain words in a language that do not have an equivalent
word in another and the nuances of the language and its corresponding culture
make it hard for one to come up with an accurate translation.
Nonverbal Messages

Nonverbal communication differs from culture to culture. For example, the use
of the two-fingers in America means "give me two", but in other countries may
be considered obscene. A nod which usually signifies "yes" may be interpreted
as a "no" in other countries. Since individuals interpret nonverbal cues in different
ways, they are often misunderstood.

Culture regulates the expression of emotion such as how Americans misinterpret

the Japanese smile which means social duty to show happiness and refrain from
burdening acquaintances with one's sadness. On the other hand, Italians and
English people demonstrate more expressions such as distress and anger
compared to the Japanese.

The advantage of sharing the same code system allows people to understand
and provide a smooth transition during conversations. For example, two Filipinos
meet in a foreign country and although they do not know each other, they
greet each other and talk as if they have known each other, all because they
share the same race and language.

Also, shared knowledge and experiences contribute to a successful

communication since this results to a continuous exchange of messages. For
instance, two professors who specialize in the same field may find a lot of things
to talk about since they share a common knowledge and experiences as
educators.

Give your own example (it may be your personal experience) of a specific
communication situation in various and multicultural contexts involving verbal
messages and nonverbal messages.
Principles of Communication

According to Sygaco (2018), it is necessary to know the following principles of

communication in addressing a formal or informal speaking engagement:

1. Know your audience. Your speech has to match the interest of your audience
and by knowing their demographics (age, sex, race, educational level, etc.),
you can gauge their needs, interests and customize your speech.

2. Know your purpose. Are you speaking to inform? To persuade? To entertain?

Knowing your purpose is important for you to come up with material for your
speech that fits the occasion.

3. Know your topic. The topic of your speech determines the content of your
speech and how effective it will be. It's important to know the scope of your
topic and the time allotted for your speech so you will be able to cover all the
bases and maximize the use of your time for your speech.

4. Anticipate objections. We cannot please everybody. When we present ideas

to people, not everyone will accept it and there will likely be some objections
from some members of the audience. When there is an open forum after the
speech, be prepared to answer challenging questions. You can also try to ask
possible queries before presenting your speech and frame credible answers to
those questions.
5. Achieve credibility to your audience. Share information that is first hand and
authentic. You can also share personal stories that will inspire and motivate the
audience and provide a lasting impression among themselves.

6. Present information in several ways. Be creative and if appropriate, try to tell a

story. But don't just follow the linear way of telling your story. You can start from
the middle, beginning, or end. You can also sing a few lines of a song, dance, or
even perform a short drama. Anything unpredictable catches your audience's
attention.
Communication Competence

John Powell, an English composer said that "Communication works for those
who work at it." He's right. No one is born a competent communicator. Just like
any other skill, communicating is a skill that we 1 have to learn and practice.

According to Floyd (2009), communication competence is 1 communicating in

ways that are effective and appropriate in a given situation. It refers to linguistic
proficiency which includes the ability to use words, grammar, pronunciation,
meanings, and meanings of utterances in specific contexts. Communication
competence is also related to sociolinguistic competence which is the ability to
accommodate or adjust to the communication style or language variety used
by a person. Further, discourse competence or one's ability to demonstrate
organized, cohesive, and coherent thoughts in spoken or written texts is related
to communication competence. Lastly, strategic competence is related to
communication competence. This is the ability of a speaker to adapt to the use
of verbal and nonverbal language to compensate for communication problems
caused by the speaker's lack of understanding of proper grammar use and/or
insufficient knowledge of social behavioral and communication norms.

Communicating effectively. When we communicate effectively, that means our

communication achieves its goals. For example, you want to borrow money
from your friend whom you know owes you some money she 1 borrowed the
previous year. You could say you really need the money and will pay her back
as soon as you can. You could also remind her of the 1 money she owes you.
You could even threaten to sue her if she refuses to pay you back. Some of
these strategies probably seem more ethical than others, and some may seem
more realistic than others.

Your choice of strategy may depend in part on what other goals you are trying
to achieve at the same time. If maintaining a good relationship 1 with your
friend is important to you, then asking politely may be the most effective course
of action. But if all you want is money, and your friend's 1 feelings are
unimportant to you, then making your friend guilty or threatening to sue her may
help you achieve your goal, even though it may not be as ethical.

The point is that there is no single communication strategy that will be effective
in all situations. Because we often pursue more than one goal at a time, being
an effective communicator means using behaviors that meet all the goals you
have in the specific context in which you have them.

Communicating appropriately. Besides being effective, competent

communication should 1 also be appropriate. This entails attending to the rules
and expectations that apply in a social 1 situation. For example, when someone
you first met asks you, "How are you?". An appropriate answer is "Fine, thank
you." Or "Fine, how are 1 you?" That person isn't expecting a long, detailed
description of how your day is going and if you do give a long, detailed answer,
s/he may find that response inappropriate.
Communicating appropriately may be challenging when you're interacting with
people from other cultures. Many communication rules are 1 culture-specific, so
what might be appropriate in one culture could be seen as inappropriate or
even offensive in another. For example, in Canada, if your hosts offer you food,
it's appropriate to accept the food if you're 1 hungry. But in Japan, it is
inappropriate to accept the food even if you're hungry, until you decline it twice
and your hosts offer it a third time.

Even within a specific culture, expectations for appropriate communication can

vary according to the social situation. For example, behavior that's appropriate
at home such as putting up your feet on the couch or sofa might be
inappropriate at work (imagine doing that in the office). Moreover, behavior
that's appropriate for a person of authority 1 (e.g. policeman) is not necessarily
appropriate for less powerful people (e.g. taho vendor).

Hence, communication competence implies both effectiveness and

appropriateness.
Characteristics of Competent Communicators

Competence in communication is a very valuable skill and Floyd 1 (2009)

discusses the many characteristics of competent communicators.

1. Self-awareness. Good communicators are aware of their own behavior and

how it affects others. This is called self-awareness or self-monitoring. People who
are high self-monitors pay close 1 attention to their appearance, how they
sound, and act in social situations. By contrast, people who are low self-monitors
often seem oblivious to both their own behaviors and how other people are
reacting to them. For example, you might have a classmate who doesn't seem
to notice that he dominates other people and speaks 1 louder than anyone
around him. Self-awareness helps us become more competent communicators
because it enables us to see how our behavior fits or doesn't fit in a social
setting. If we are high self-monitors, we often have high levels of social and
emotional intelligence, which allow us to understand people's emotions
andsocial behaviors accurately.

2.Adaptability. Being aware of your own behavior is one thing, but being able to
adapt it to different situations is another. A competent communicator is able to
assess what is going to be appropriate and effective in a given context and
then modify his behavior accordingly. For instance, when you are asked to
deliver a speech, you need to be aware of the audience and be able to adapt
your behavior accordingly. You would speak differently to a group of pre-
schoolers than to a group of teenagers, because what works with one audience
would probably not work with another.

3.Empathy. Empathy is the ability to be "other-oriented" or "otherly- minded", so

to speak. It is also the ability to understand other people's thoughts and feelings.
This is an important skill because people often think and feel differently than you
do about the same situation.

For example, you want to ask your teacher for a one-week extension on an
assignment. For you, this may not be a big deal since it's just a week. But to your
teacher, the extension might mean that she would be unable to submit her class
grades and would cause her to not receive her salary because of the delay. An
emphatic person would consider the situation from the teacher's perspective
and would then choose his or her behavior accordingly.
4.Cognitive complexity. The ability to consider a variety of explanations and to
understand a given situation in multiple ways is called cognitive complexity. This
is a valuable skill because it keeps you from jumping to the wrong conclusion
and responding inappropriately. For example, you ride a jeepney and see your
friend, David seating on the other row. You smile at him and get ready to say hi,
but he turns his back on you and looks straight ahead until you get off the jeep.
How would you explain that? Maybe he's mad at you, or maybe he was thinking
of something and didn't notice anyone around him. Or maybe he actually did
smile at you and you just didn't see it. If you have cognitive complexity, you
would not jump to the conclusion that he's mad at you and would think of other
possible reasons for his behavior.

5.Ethics. Competent communicators are ethical communicators. Ethics is a

code of morality or a set of ideas about what is right. It guides us in judging
whether something is morally right or wrong.

Ethical communication then involves treating people fairly, communicating

honestly, and avoiding immoral or unethical behavior. The only problem is,
people often have very different ideas about right and wrong. Ethical
considerations are often particularly 1 important when we're engaged in
compliance-gaining strategies (trying to change the way another person thinks
or behaves). Like in the previous example in this discussion on competent
communication, is it ethical to threaten to sue a friend who owes you money
unless she lends you some money? To many people, this compliance-gaining
strategy would seem harsh and unfair, because it may give your friend no
choice but to lend you some money. But to you, it may not 1 be unfair since
your friend owes you some money. Competent communicators are aware that
people's ideas about ethics vary. However, they are also aware of their own
ethical beliefs, and they 1 communicate in ways that are consistent with those
beliefs.
What makes a competent communicator?
Ethics in Communication

When we talk about ethics, we talk about customs, habits, character, or

outlook. It also refers to the examination on personal morals, values, and
choices. According to Magan, et. al. (2018), people from different cultures vary
in their moral philosophies and in general, people expect to be treated with
dignity, fairness, respect, or courtesy in their communication with people. Ethics
in communication can be achieved in the following ways:

1. Adhere to the golden rule or platinum rule. The golden rule states that we
always treat others the same way we want to be treated.

While the platinum rule stresses on treating others the way they want to be
treated. Ethical communicators treat people of other cultures with the same
respect they want themselves to receive.

2. Consider the feelings of the receiver. We should be extra careful with our
words, tone, and non-verbal gestures because people could be negatively
affected. Be tactful and diplomatic when communicating with people.

3. Acknowledge the source of idea and information. We should acknowledge

sources of ideas and information at all times. It is not only unethical but also
unlawful for someone to convey other people's intellectual property without
recognizing the author's names or organizations.
4. Speak the truth. Telling a lie and making it as truth is dangerous. Nowadays
where fake news is abundant in the Internet, speaking the truth has not become
a priority for some people. However, speaking the truth remains a universal rule
and spreading false information is a violation of communication ethics and
should be stopped.
COMMUNICATION AND GLOBALIZATION

Magan, et. al. (2018) describes globalization as a complex concept and has no
single meaning. Its definition depends on which perspective one uses.

Cole (2018) in "The Definition of Globalization in Sociology" gives various

definitions of globalization. She said that globalization, according to sociologists,
is an ongoing process that involves interconnected changes in the economic,
cultural, social, and political spheres of society. As a process, it involves the ever-
increasing integration of these aspects between nations, regions, communities,
and even seemingly isolated places.

In terms of the economy, globalization refers to the expansion of capitalism to

include all places around the world into one globally integrated economic
system. Culturally, it refers to the global spread and integration of ideas, values,
norms, behaviors, and ways of life. Politically, it refers to the development of
forms of governance that 1 operate at the global scale, whose policies and
rules cooperative nations are expected to abide. These three core aspects of
globalization are fueled by technological development, the global integration
of communication technologies, and the global distribution of media.

From these definitions, we can surmise that globalization involves nationalities,

societies, races, interconnecting and making impact on each other's economy,
politics, culture, social, and education system.

Globalization can be also defined 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. Anthony Giddens'
time/space distantiation theory supports this idea when it proposes that what
happens in a local area is not only closely related to the outside world, but
intensively affected each other.

And because of technology, our world has shrunk into a global village which
has caused a virtual disappearance of space through time. In a short span of
time, information can be shared to the entire world from Asia to as far as Africa
and the rest of the world through the Internet. And today, people can have
social relations and even organized community relations regardless of space.
This is why we need to understand the dynamics of communication and
globalization and be able to manage and reduce conflicts that may arise in
intercultural communication.
Drivers of globalization

Magan, et. al. (2018) enumerates some of the forces that drive globalization or
the things that cause it:

1. Colonization. Colonization has enabled colonizers to introduce their cultures

(language, food, clothing, beliefs, values, education, etc.) to a country. Take for
instance, the Philippines was colonized by the Spaniards and Americans and
some of their ways of living have been consciously or unconsciously adopted
by Filipinos even up to today.
Other Asian countries which were colonized like Singapore, Malaysia,
Indonesia, and Hong Kong also had their social, economic, and education
systems influenced by their colonizers.

2. Diaspora. Diaspora is closely connected with the dispersion of the Jews

beyond Israel. This is a phenomenon (also called migration) that refers to
people's movement and inhabitation in countries 1 outside of their own. People
migrate to other countries like the

United States of America, Australia, and Canada for several reasons

(employment opportunities, education, intermarriage, professional
advancement, etc.). Through immigration, new networks of economy and
cultures are established.

3. Technology. Technology has greatly facilitated globalization. Through the

Internet, people have access to a wealth of information and can be updated
about events outside of their own country even as they happen. Exposure to
various political, economic, and social systems through mass media has
educated people. On a micro level, this potentially impacts an individual's views
towards one's society. While on a macro level, it possibly influences a nation's
perspective towards its governance, economic trading, environmental care
activities, social dealings, health activities, and education system.

Further, with communication technology (smart phones, tablets, computers)

nations have become more fluid in their interactions, allowing instantaneous
feedback and negotiations.

Other causes of globalization are improved transportation system, the growth of

multinational companies, and the growth of global media.
Issues in Communication and Globalization
Brown (2006) said in his TED talk, "Wiring a web for global good", this generation
has a greater capacity to communicate instantaneously with different people
all around the world, a capacity to organize, and to take collective action with
the technology that is available today. Brown's thesis is somewhat ideal for he
espouses a truly global society where there is a global institution that addresses
global 1problems (such as climate change) and unites people together.
Further, Danev (2017), in his article, "The Effects of Globalization on

Global Communication", said that the availability of information and the

greater access of people to this information have led to increased social
awareness of people across the world. Information technology and networks
enable them to share opinions, views, collaborate, and partner for change. This
shows how globalization has impacted how we communicate.

Danev (2017) said that despite its quick spread and continuous development,
global communication has not reached the majority of 1 people on all
continents. The World Health Organization indicates that at least 70 percent of
all people in Africa will never make a single phone call 1 or use Internet. "This
points out the need of a more extensive application of communication
technologies as part of the process of globalization." (Danev,2017).

The question is will a more extensive application of communication technologies

make us into a truly global village or global society, as espoused by Brown
(2006)? Will the power of moral sense allied to the power of modern
communication truly give us an opportunity to "change the world"?
The answer to these questions is not absolute. It is a fact that for every change,
there is an equal threat and opportunity. As the world is 1 getting smaller and
smaller and as technology is connecting people in greater capacities now more
than ever, the world is getting more complex also and technology is also
disconnecting us from each other. That is, if we allow it.

Turkle (2012) in her TED Talk, "Connected, but alone?", says that our 1 devices
and online personas are redefining human connection and communication.
She says that our devices change what we do and who we are. Because of our
constant use of these devices and our need to control 1 where we put our
attention to, we could end up hiding from each other even as we're all
constantly connected to each other.

As Brown (2006) said, we should be wiring a web for global good. We should
work together to create a truly global society for we all have a duty to act.
Feeling the pain of others is no longer enough. We must take 1 action. And we
must act now.

Whatever level of technology and capacity we have as a people, we 1 live in a

global village and as citizens, we need to take responsibility in using technology
to communicate change and become change catalysts in this world, one
person at a time.1 How globalization affects communication

Magan, et. al. (2018) says that with globalization, there is a need for a common
language to achieve international intelligibility or understanding. English,
regarded as the universal language or global language, is the most widely
spoken language compared to Latin or French 1 in all of history. While English
has been acknowledged as the global language and is learned by many due
to globalization, patterns of interactions (greetings, gestures, business dealings,
etc.) many not essentially be universalized. Nationalities, ethnic groups, religious
communities, gender groups, generations, and other subcultures will still
maintain their unique communication expressions unless they all agree to
replace their distinct manners of communicating with a newly acquired one
from another culture.
The Impact of Communication in Society and the World

Sygaco (2018) discusses the many ways how communication has impacted our
society and the world today. The advancement of wireless technology has
made health care distribution faster even where remote areas are reached
quicker. Smart phones are being used by health care workers to bridge the gap
between medical information delivery, guidelines in treating diseases, etc.

Another breakthrough of wireless technology is that rescue missions are made

possible where people can move quickly and contact their loved ones in the
areas being affected. After the Yolanda storm surge which brought massive
havoc to Leyte, the Philippine government, specifically the National Disaster Risk
Reduction Management Council or NDDRMC has taken measures to improve
the delivery of early warnings to areas that will be 1 potentially hit by storms,
typhoons, and other natural disasters. Text messages are sent to the public to
give them updates about the weather and what to do.

Aside from this, environmentalists and conservationists are able to spearhead

several projects to protect the environment that result in greater response
among volunteers due to the use of communication technology.

Further, wireless communication has facilitated business transactions between

and among companies worldwide. Even in mass media, almost anyone owning
a smart phone is capable of being a potential news reporter since they can
record unpredictable events and news breaks. While in the entertainment field,
it has become much easier to access and download books, movies, music, TV
programs, games, etc. into one's device.

Wireless communication can also revolutionize and create social change. For
example, in the field of education, tablets and smart phones are now being
used as learning tools in classrooms where only books were used before.